Learning Cultural Strategy for Design

Introduction

• Welcome
• Designing for cultural strategy

1. Strategic Proposition

• Four truths: Category, company, consumer, and culture
• Category
• Company
• Consumer
• Culture
• Tension
• Getting to a proposition

2. Getting to a Creative Idea

• Culturally model the territory: People, platforms, and publishers

3. Building a Communications Plan

• Building an integrated comms plan: Storytelling, storybuilding, and actions
• The brief

4. Seeding the Idea in Culture

• Testing the creative idea within culture

5. Build Your Ecosystem: Define the Role Each Channel Plays

• Comms ecosystem