The document describes Concept Design Academy, an online learning platform that provides content and toolkits covering topics like critical thinking, strategic planning, branding, communications, and organizational development. It is curated and directed by Ed Thompson and provides members access to knowledge from his experience leading marketing campaigns and digital initiatives for various industries. The platform aims to support users' career and business goals through transformational frameworks and contributions from other business professionals around the world.

1. Concept Design / ACADEMY /
Content and toolkits covering critical thinking, strategic planning, branding,
communications, human resources & organizational development.
academy.conceptdesign.io
Curated / Hosted / Directed by Ed Thompson

2. Market Positioning | Concept Design / Academy /
https://academy.conceptdesign.io/posts/market-positioning
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
MARKET POSITIONING
The unique way a brand is delivered to customers through its Strategy, along
with realization of its Mission & Vision, forms the basis for exceptional Culture
& Values.
That is done using 3 components for
conceptual development:
Differentiation
Specific aspects, benefits and features of the product,
service or organization that set it apart in its market
category.
Market Niche
The combination of specific segments of customers
and problems that you seek to solve with your offering.
Reason To Believe
The story of your brand that delivers a compelling
rational setting it apart from the competition.
This process allows the following format to be used to create a Positioning Statement:
Our [product/service/organization] is the only in this [market
category] that [delivered points of differentiation] because [reasons to believe].
Differentiation
Market Niche
Reason To Believe
Positioning Statement
Our [ _______________________________ ] is the only in this [ _______________________________ ]
that [ __________________________________ ] because [ __________________________________ ] .

3. Market Positioning | Concept Design / Academy /
https://academy.conceptdesign.io/posts/market-positioning
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
Differentiation
Market Niche
Reason To Believe
Positioning Statement
Our [ _______________________________ ] is the only in this [ _______________________________ ]
that [ __________________________________ ] because [ __________________________________ ] .
Differentiation
Market Niche
Reason To Believe
Positioning Statement
Our [ _______________________________ ] is the only in this [ _______________________________ ]
that [ __________________________________ ] because [ __________________________________ ] .

4. Market Positioning | Concept Design / Academy /
https://academy.conceptdesign.io/posts/market-positioning
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
Differentiation
Market Niche
Reason To Believe
Positioning Statement
Our [ _______________________________ ] is the only in this [ _______________________________ ]
that [ __________________________________ ] because [ __________________________________ ] .
Differentiation
Market Niche
Reason To Believe
Positioning Statement
Our [ _______________________________ ] is the only in this [ _______________________________ ]
that [ __________________________________ ] because [ __________________________________ ] .

5. Concept Design / ACADEMY /
https://academy.conceptdesign.io/
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
Join Our Community
Gain access to a powerful resource for knowledge to support your career
goals and business objectives.
academy.conceptdesign.io

6. Concept Design / ACADEMY /
https://academy.conceptdesign.io/
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築

7. Concept Design / ACADEMY /
https://academy.conceptdesign.io/
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
Ed Thompson, Curator / Host / Director
About Me
The Concept Design Academy is based on the numerous seminars and
workshops I have delivered across decades at corporations throughout Greater
APAC. These programs have improved the efficiency of sales and marketing
initiatives, along with aligning the performance of their management,
employees and partners.
As a marketing consultant with advanced fluency in Japanese and 20+ years in the country, I continue
to provide multinationals in the region with strategic advice covering disciplines of public relations,
market planning, business development, and influencer marketing.
Start Your Journey
You are about to gain access to a powerful resource for knowledge that will support your career
goals and business objectives across a variety of disciplines.
Our content and toolkits cover critical thinking, strategic planning, branding, communications,
human resources and organizational development.
The transformational frameworks you will encounter here are derived from extensive experience
directing advertising campaigns, marketing promotions and digital media initiatives across
numerous industries. These include fast-moving consumer goods, fashion and lifestyle, beverages
and liquor, music & entertainment, talent & recruitment, and travel & tourism.
A Big Thanks
In addition, our international membership of business professionals continuously adds to our global
body of knowledge to meet the demands we all face in a quickly changing world.
Brand Experience
adidas, Nike, All Nippon Airways (ANA), United Airlines, Boots Cosmetics UK, Downy, Guerlain Paris, SK-II, Cadillac,
Chevrolet, CitiBank, DrKW, Gillette, Schick, Crystal Head Vodka, IW Harper, Johnnie Walker, Usquaebach Whisky, Saijo
Sake, Imperial Tobacco, Mobil 1, Tiffany & Co., Hitachi, Microsoft, Ocean Park Hong Kong, Vogue Japan
Agency Experience
Hakuhodo • McCann-Erickson • Wieden & Kennedy • Beacon Communications • Ogilvy & Mather • Wunderman • NTT
Advertising • Desgrippes Gobé (d/g*) • Bates Asia • J. Walter Thompson • Weber Shandwick
Academic Instruction / Continuing Education
Temple University Japan / United International Business Schools (Tokyo Campus) / New York University (Tokyo Campus) /
Nikkei Business School (日経ビジネススクール)

8. Powered By
Marketing Strategy / Campaign Planning / Process Frameworks
Concept Design is a creative agency — covering branding, public relations, media
management, and event production — lead by Ed Thompson, Marketing Consultant /
Founder. We deliver high-level execution from planning to implementation on all
communications and strategic business programs for global multinationals across
APAC.
Our ability to integrate design, marketing, technology and media communications
elevates the reach and impact of our client initiatives. We provide brand activation and
channel engagement through these custom programs for innovative brands seeking
to fully maximize their promotional impact, lead generation and loyalty campaigns.
Staff training, team building, executive coaching and organizational development are
also a part of our core consulting focus, to assist businesses in improving their overall
effectiveness.
www.conceptdesign.io

9. Concept Design / ACADEMY /
https://academy.conceptdesign.io/
Strategic Market Planning
マーケティング戦略・キャンペーン企画・プロセス構築
Available for Mobile & Tablets