The concept is a human way to simplify the world. From the point of view of communication, it means, for example, the big picture of an online service, a newsletter, a magazine, with the help of which we draw the idea and body of different entities. However, the concept alone does not have much value. Therefore, an important part of conceptualization is the plan for how the concept is communicated to customers: what kind of content, means of marketing communication and resources are needed for this work. In this way, the concept becomes a valuable asset for the company and easy for customers to understand and address.

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