Conceptual blending: how to create unconventional ideas

Generating unconventional ideas

Creativity is an important resource in marketing. One way to find unconventional ideas is the Conceptual Blending method. It involves combining seemingly incompatible concepts to create new solutions.

It is a chance to go beyond the usual way of thinking and offer the consumer an unexpected format of a product or service.

What conceptual blending is

Conceptual blending in marketing is an idea-generation technique in which two or more different concepts are combined to create a new product or service.

This approach helps come up with unusual formats that can attract the audience’s attention.

Let’s look at four examples of how different concepts can be combined.

1. Fitness gamification

What if the gym became a game?

How it works:

• The user downloads a special app.
• Does exercises and earns points.
• Passes levels and takes part in competitions, as in video games.

Result: extra motivation for regular workouts appears, and fitness takes on elements of entertainment.

2. A smart wardrobe

What if you combined an online clothing store with an AI stylist?

How it works:

• The user enters data about themselves.
• Artificial intelligence analyzes style and preferences.
• Personalized outfits are generated from this data.

Result: the client gets not just separate items but ready-made clothing combinations that take their preferences into account.

3. Intelligent delivery

What if food delivery became a quest?

The user orders food, but instead of simply receiving the products takes part in additional activities:

• Completes tasks from the chef.
• Collects bonuses for cooking challenges.
• Shares results on social networks.

Result: cooking turns into a game, and users become active participants in the process.

4. A cyber clinic with a subscription

What if a medical clinic became an online subscription service?

How it works:

• Round-the-clock consultations.
• Regular medical check-ups.
• Personal health recommendations.

Result: this format can make access to consultations easier and cut the time spent getting medical services.

Why conceptual blending works

The method can be useful for several reasons at once:

• Standing out from competitors. Unusual ideas attract attention and can be remembered better.
• Emotional engagement. Unconventional formats can arouse interest and response from the audience.
• Flexibility and adaptability. Combining different concepts helps look for new solutions and react to changes in consumers’ interests.

Conceptual blending lets you look at familiar products and services in a new way.

How to apply the method in your business

Try combining several ideas from different fields. Even if at first glance they seem incompatible, their combination can become the basis of a new product or service.

Experiment with concepts and look for unexpected combinations. This is exactly the approach that helps go beyond the usual solutions.