Concept Development

		Concepts are the heart of everything we do at Stone Soup... the ideal vehicle to express ideas, explore ideas and explode ideas into big new opportunity areas. Just as a "storyboard" sells the idea of a commercial, a "story concept" sells the idea for the product. Proven: *~ high involvement;* *~ high memorability;* *~ multi-level learning;* *~ more fun!*	Concepts guide the new products exploration -- but no concept is etched in stone! *Boosting concept scores and interest among MTV generation teens*