PURPOSE OF THE UNIT STANDARD Learners credited with this unit standard are able to describe the importance of conceptual thinking techniques in the development process and are able to apply these techniques in their own activities. Learners are able to explain the relationship between metaphor, concept and in terms of industry practices and norms. The qualifying learners are capable of: Identifying and explaining the relation between metaphor, concept and message. Applying conceptual and lateral thinking skills. Implementing conceptual thinking processes in a marketing communication context. Explaining concepts in a marketing communication context.