LAB.KLMN.TV is a free AI-based concept generator. It uses the unique KLMN experience and model to distill insights from the brand name, category and values, convert these into a hero idea — and to build a full messaging map across the entire customer journey.
WHO IS THIS FOR?
Business owners, marketing teams and agencies — who'd like a brand that stands out and stays memorable in the long term, a campaign that makes sense and delivers, and content that could build up a proper brand storytelling in the long run.
WHAT DO I ACTUALLY GET?
A full concept built around your inputs. One hero headline. Six stage cards mapping Context, Awareness, Evaluation, Transaction, Aftercare, Loyalty. Three insights. A diagnostic score on how brand-specific, concept-fit and distinctive it is. Two PNG exports — square for posts, vertical for stories. And a link to book a 45-minute talk to take it further and make it work.
WHAT'S KLMN.TV?
KLMN.TV is the main portfolio website of Andrey Klemenkov, a senior creative director with >20 years of experience in graphic design, visual communication, conceptual advertising, platforms and content, for swiss and global brands: Konzept, Look, Meat, Narrative. KLMN is also a brand philosophy turned into a method — so it's gonna be killer, luscious, magic and notable.
WHY DID YOU BUILD THIS?
Because studies show that 78% of customers are willing to pay more for emotions — yet we keep hunting them with transactional performative generic ads that all look like the next guy. So it hurts to see new businesses wasting the little money they have — into the mass grave of someone else's narratives.
WHY WOULD I EVEN NEED A CONCEPT?
You most probably don't — and you can easily run ads, design logos and produce content without. The result is forgettable, but you definitely could achieve some results this way. But once you understand that your brand is your business — you might want to conceive, design and build your differentiation. Because until then you spend your money on reinforcing the convention led by someone else. It's quite noble, but not really sustainable in the long run.
WHY CAN'T I JUST MAKE A LOGO, RUN AN AD, OR MAKE A REEL?
You just can — and if you have this question then you most probably should! There's a lot of generic stories of generic businesses achieving some generic results with generic logos, generic ads and — yes — generic content. But from the KLMN experience, the moment to realize you needed something substantial comes sooner or later, but anyways — and it's only on you to decide.
HOW DOES THIS IMPROVE MY BUSINESS RESULTS?
The data is brutal. Distinctive brands grow faster than non-distinctive ones (Byron Sharp, Ehrenberg-Bass, 17-market study). Emotionally connected customers spend up to 2× more and stay 5.1 years vs 3.4 (Motista, 100,000-customer retail study). Campaigns balanced 60% brand-building / 40% performance produce the strongest combined ROI (Binet & Field, 996 IPA campaign studies over 30 years). 70% of consumer decisions are driven by emotion, not logic. The pattern is consistent across categories, markets and decades. Concepts pay for themselves multiple times over. Performance marketing alone produces a sugar rush, then a crash.
WHY IS EVERYBODY ELSE DOING JUST FINE WITHOUT?
It's a question of strategy versus tactics. Performance ads are tactics: measurable, immediate, repeatable. A concept is strategy: harder to attribute quarter by quarter, but it compounds over years. And there's a catch — most of the time, the choice between the two isn't made by the people who pay for the long-term consequences. Managers chase what gets them this quarter's bonus, even when it slowly kills the product. The business owner pays the bill years later. Concept work doesn't replace performance. It's what performance gets to compound against — and the part short-termism is built to ignore.
WHAT MAKES A CONCEPT GOOD?
It's specific. It's different. It's memorable. It's true to the brand. It survives a thousand internal meetings without dying. And — this is the rule — it should be fun. Because if it's not fun, you're not doing it right. And if you're not enjoying it, how should your customers?
IS THERE SCIENCE / DATA BEHIND THIS?
Yes. The method draws on three decades of marketing science: Byron Sharp on distinctiveness vs differentiation (Ehrenberg-Bass Institute). Binet & Field on the 60/40 brand-vs-performance balance (IPA, 996 case studies). Motista on emotional connection driving 306% higher lifetime value. Capgemini's finding that 70% of emotionally engaged consumers spend up to 2× more with the brands they love. These aren't trends. They're consistent findings across categories, markets and decades. The LAB bakes them into how every concept is built.
WHAT IS THE KLMN METHOD?
KLMN method has two axes. One can imagine the Konzept + Look + Meat + Narrative axis as development into 4D (3 spatial dimensions and one temporal): you start with a dot on the line, you make it a surface, you give it volume, and you give it the time dimension. The Killer + Luscious + Magic + Notable axis delivers on differentiation, emotional connection and memory constructs. Many methods and schools look in the same direction: “Your brand should be a cult”, “Sensuality, intimacy, mystery — loyalty beyond reason” and many others.
WHAT'S THE SIX-STAGES JOURNEY FRAMEWORK?
There are different versions of the customer journey / marketing funnel framework available in open sources — some have 4, 5, 6, 7, 8 stages, but all building up the same thing. KLMN goes for six: Context to build the vibe, Awareness to inject the brand, Evaluation to bring details, Transaction to conclude, Aftercare to establish the emotional presence, and Loyalty to convert customers into ambassadors.
IS THIS AI?
Yes. The engine is OpenAI's most recent model. The LAB routes your inputs through the KLMN method, runs five parallel jobs to build the concept layer by layer, then writes the output. AI does the writing. The KLMN method decides what gets written. Without it, you get a generic concept that sounds like every other AI-generated brand idea. With it, you get a concept specific to your inputs, in a recognizable voice, with a defensible structure.
HOW IS THIS DIFFERENT FROM ASKING CHATGPT?
You can always go and ask ChatGPT directly and it is to give you what you ask for. LAB.KLMN.TV gives a structured concept format, shaped specifically around the KLMN method, experience and learnings — it generates several concepts, weighs them against the KLMN criteria, reworks, adjusts and delivers. And it's free.
WHY IS IT FREE?
Because knowledge is the only thing that doesn't diminish when shared. The LAB isn't a teaser. It's a working sample. If it's good, it speaks for itself.
DO I NEED AN AGENCY?
It's 2026 — there's no answer to that.
WHAT ABOUT MY DATA?
Everything stays in Switzerland on Swiss servers. The only personal data processed is what you put in the form — used exclusively to generate your concept and, only if you opt in, to send you updates. No tracking cookies, no marketing pixels, no third-party sharing. OpenAI processes the concept; that's the only external system involved. Deletion or export at any time, on request. The footer of every page spells out the full policy.
WHO SEES MY RESULT CONCEPT?
You and the admin. That's it. No public gallery, no shared feed, no marketplace. Your brand name and your concept stay between you and the LAB.
DO I OWN WHAT COMES OUT?
Yes. Concept, copy, PNG exports — all yours. Use them for pitches, share them with your team, post them, build on them. No license terms, no rights retained on this side. The LAB is a starting point, not a contract.
WHAT IF MY BRAND DOESN'T EXIST YET?
Then the LAB works even better. The form asks for a brand name and an activity — use a placeholder, a working name, or the one you're considering. The values shape the concept regardless. Sometimes it takes even three or four directions before committing to one.
WHY VALUES AND A DATE?
Well, one has to start somewhere, even to see that the values chosen make no difference (and the LAB would have proposals for that) — and a talk to discuss how to fix, adjust, correct, refine it and make it work!
WHAT'S THE 45-MINUTE DATE TAKING FOR?
The date is a 45-minute session to read the concept together, sharpen what's working, fix what isn't, and to get to the honest version of what it would take to bring it to life. If you want to go further, that's where it starts.
CAN I DO IT AGAIN WITH DIFFERENT INPUTS?
You'd have to make a request for more rounds in your dashboard. Once the limit increase is granted, you could play in the LAB adjusting the inputs until you get something to work on.
WHAT IF I DON'T LIKE IT?
No prob, don't use it — nothing's being sold here. The LAB is just one of your starting points, not a verdict. You can run it again with different inputs, take a date to discuss what's off and make it work — or simply move on to something else. The LAB stays free and stands for freedom.
WHAT DO I DO AFTER?
Take a date — that's what it's for, to finetune and make it real. Or you sit with the concept, share the PNGs, brief your team and see how it lands. Or you ask for another round with sharper inputs. It's your call and the concept stays in your email whatever you decide.
NO RIGHTS RESERVED.
KLMN.TV and LAB.KLMN.TV are projects of Andrey Klemenkov, CHE-245.763.124.
All personal data is processed exclusively for generating the creative concept, optional mailing list updates and improving the service. All data is stored in Switzerland on Swiss servers. Technical metadata (device type, system language, approximate region) may be used automatically to optimize user experience. No tracking or marketing cookies are used; a technically necessary session cookie may be set to keep the site working. Data may be processed by OpenAI to generate the concept. You may request deletion or export of your data at any time.
