Coup d'osage


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Here's a new offering from Dosage. It's called COUP D'OSAGE (like Coup D'Etat). Here's the pitch. "You hire us to come up with ideas to take your company down. The idea is to identify weaknesses and opportunities before competitors do. Our team of brand strategists, management consultants, digital innovators and new media specialists delivers product ideas, brand strategies, marketing innovations and communications approaches that you wouldn't want in the wrong hands. But in yours, you've got your next growth strategy (or two or three)." Read our talk piece here.

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Coup d'osage

  1. 1. Coup D’osage A brief introduction to a program that takes you down to build you up copyright 2012
  2. 2. Hello. Dosage is a consultancy thatresets the narrative frames of categoriesand brands, and then outfits thosestories to grow businesses. Despite ourpassion to put each of our clients out ofbusiness (more on that soon), Dosage isknown as a global thought-leader incollaborative worksessions. copyright 2012
  3. 3. “Dosage is armed with good humor and wit, true subject matter expertise, and great examples to make the theoretical concrete.  Our sessions with Scott consistently get high marks.  Participants not only feel very energized and better equipped, they delight in the fact the session, while intensive, was fun.” Marcie Anthone  Director of Capabilities Development, The Coca-Cola Company “A session that Dosage leads is not just more interesting planning theory, but brilliantly organized commonsense that is able to be put to work immediately at all levels of client engagement.” Tony Wright, Chairman, Lowe and Partners “Engaging Dosage to help inject innovation and strategic creativity into our business was extremely rewarding. Not only did our key employees feel that they were more empowered by the new skills, it immediately lead to tangible new business success in multiple markets across Asia.” Mathew Godfrey, CEO Asia, Y&R "Dosage uses a unique and highly effective approach to ideation to uncover hidden gems of insight. Dosage was amazingly adept at getting teams to think about the brand in new and different ways and to ask themselves important questions. Dosage helped unlock the creative thinking power of the team and helped them to collaboratively build upon ideas and then roll the ideas up to critical themes. IClient Praise would definitely use Dosage again for brand strategy development work. Their process enabled us to succeed in developing an effective brand strategy, and simultaneously gain internal buy-in for the strategy.” Deb Hitchcock, Director, Brand Management Aetna "I worked together with Dosage and Scott in close partnership whilst CSO at Lowe Worldwide. Scott was fundamentally involved in redefining how we went to market, helping us build what many believed to be a market best strategic tool kit. What makes Scott standout from others I have collaborated with is not only his thought leadership and extensive IP but perhaps more importantly his ability to embed strategic thinking practically in cultures as diverse as North America and Vietnam. I would highly recommend Scott."                     Chris Chard,  Chief Strategy Officer Lowe and Partners Worldwide “Scott is an excellent strategic planner and can work with the toughest of clients and on the most complicated brand situations. We hired him while I was at Publicis Worldwide to act as strategy lead on a very thorny account, Citibank. Not only did he gain the respect of fellow planners, but he made a lot of traction with the creative directors as well. I highly recommend Scott!” Abigail Posner, Head of Strategic Planning, Agency Development, Google “Scott is a talented strategic thinker who has a particular ability for creative ways of working and providing practical training and tools for teams. Hes also a mensch and a general pleasure to work with.” Richard Fine, Founder, Help Remedies “Dosage helped us see the wood for the trees. He is very good at thinking through all the angles and then recommending a path that is easy to understand and follow. He is a pleasure to work with. He has high energy and commitment with a real passion for what he does.”   Emma Gilding, VP Brand Research, Gannett copyright 2012
  4. 4. Worldwide Bangkok Hong Kong Barton F. Graf 9000Previous Clients copyright 2012
  5. 5. On Brands Such As... copyright 2012
  6. 6. Our pitch. You hire us to come up with ideasto take your company down. We identifyweaknesses and opportunities beforecompetitors do. Our team delivers productideas, brand strategies, marketinginnovations and communications approachesthat you wouldnt want in the wrong hands.But in yours, youve got your next growthstrategy (or two or three). copyright 2012
  7. 7. Why you should consider this.Shakespeare was right when hewrote, “All the world’s a stage.”People play many parts in the storiesof their lives. They live through thosestories. Customers use your brand toparticipate in the stories of theirlives. Marketing today is aboutoutfitting stories with brand andbranded experiences. copyright 2012
  8. 8. Your customers don’t stand still. Theygrow. They falter. They become victimsor beneficiaries of circumstances. Theyreach crossroads. The trends we readabout move them into new narratives.People and their stories constantlyevolve. It’s constant. copyright 2012
  9. 9. Yet, you don’t move as fast as theydo. Inertia is your worst enemy. Youdon’t see your customers and alltheir evolving stories. You don’t seeall the new ways your brand could beused by customers. copyright 2012
  10. 10. Your competitors, however, spend all theirtime thinking about that. They don’t haveyour inertia. They aren’t spending all theirtime running your business. They arelooking for where you are weak, whatmoney you are leaving on the table andhow they could change the story and outfityour customers with their brands. copyright 2012
  11. 11. You need to do toyourself what yourcompetitors want to do to you before they do it. copyright 2012
  12. 12. That’s how you get to the growthopportunities first. copyright 2012
  13. 13. The Full Coup D’osage overview1. Planning 2. We Attack You 3. You Attack You 4. We determine 5. You and us 6. Implementation the best ways to determine the planning take you down best ways to take you downWe start by getting to know First, we design and field Behind closed doors, most We take our work from We present our During this stage weour enemy. We’ll interview an internal workshop with employees have strong stage two and your work recommendations as part prepare materials andkey members of your our creative attackers. ideas about what a from stage three and of a collaborative collaborate with you toorganization, customers The session will feature company is failing to see. explore the viability of each worksession. brief and guide go-to-who won’t consider you or our key team, any We validate this practice growth strategy and idea. market partners.have rejected you and other particularly skillful up- and make it productive. We’ll take you through ourexternal experts as we see risers from your team and Not all ideas are equal. We logic in a way that includes Output:fit. We’ll look over your external experts as we see We design and field a assign a value to each idea your participation. Thinkbusiness, offering and how fit. workshop with your key by calculating potential of this stage as a A high-level implementationyou go-to-market. team and selected expert upside and balancing that presentation/workshop plan in the form of a Then, those same people customers. This workshop value versus costs and hybrid. presentation.Output: will continue to work to features our proprietary risks. take you down individually. thinking tools, which Output: On-going consultation andAn understanding of ensures that discussions Output: collaboration with go-to-possible achilles heels from Finally, we reconvene to will be creative, rigorous One growth strategy on market partners.a business, brand, media identify the most fruitful and efficient. A presentation that which to commit for theand technological point- areas of ideation. expresses each of the next marketing period.of-view. Output: different growth Outputs: recommendations and the A number of different logic underpinning each. A number of achilles heels insights to be applied as that should be further part of the idea vetting in exploited during the next the next stage. stage. A number of growth idea A number of growth idea possibilities. possibilities. copyright 2012
  14. 14. Two lighter programs tooA program for every schedule and budgetUprising Revolt CoupStages 1, 3, 5 Stages 1, 2, 3, 5 Stages 1, 2, 3, 4, 5, 6Timing: 3-4 weeks Timing: 6-8 weeks Timing: 10-12 weeksOutput: Written debrief and Output: Uprising program + Output: Revolt program +presentation outlining growth Dosage innovation time, business “sizing” of the growthstrategies and rationale from participation of an extended strategies and time foranalysis, interviews, one team and internal workshop. implementation planning andworkshop and other management.collaborations. copyright 2012
  15. 15. Areas of Attack. As you’ve come to knowby now, we believe that people livethrough stories. “GPERS” is a helpful wayof being conscious of the core elementsof a story, from the customer’s point ofview. GPERS is an acronym for Goals,Props, Experiences, Roles and Scene.These are our areas of attack. copyright 2012
  16. 16. Goals, Props, Experiences, Roles, Scenes1. PlanningG P E R SGoals are motivations, Props are the tools that Experiences are the Roles are the identities Scene is used todesires, needs and people use to reach his happenings of our that people assume or describe theambitions. goals, assume and lives. would like to assume surroundings of a show off his roles, have (or even avoid). happening.They are a person’s the experiences that he They are the statespurposes and driving wants or take that people enter into This can be a reflective This includes realforces. advantage of a to feel emotions, (self-image), social world places like retail particular setting. sensory experiences or (identity the customer and digital ones likeWe look here for just the next step to go wants to show or be “on twitter.” Scenesmotives you aren’t These can be products, where we want to go.  around others) or also covers times andtapping, services, channels, Sometimes they are cultural (a person’s places like shopping,dissatisfactions you brands, technologies, experiences we want sense of identity decision-making andaren’t fixing and platforms and even to avoid. relative to current transacting.dreams unfulfilled. other people. themes and events). Experiences are what Here we look for We look here for engage people. Here we look for the contexts unthought of, product ideas you roles you haven’t let moments untapped aren’t using, brand Here we look for the your customers and lazy thinking about positionings untapped, experiences you aren’t assume, identity shopping, decision- new technologies not delivering, experiences tensions you haven’t making and leveraged and new you haven’t removed relieved and new lives transacting. uses of media unused. or new experiences un-communicated. uncreated. copyright 2012
  17. 17. A list of sub-areas of attackGoals Props Experiences Roles Scenes• Desires • Tools with functions • Learning • Identities • Private moments• Needs • Objects • Emotions • Role models • Internal dialogues• Motives • Services • Feelings • Public lives • Social contexts• Drivers • Other people • Cultural activities • Private lives • Cultural backdrops• Dissatisfactions • Technologies • Moments • Secret lives • Shopping• Benefits delivered • Currency/basis of • Interactions • Identity tensions • Decision-making transaction • Exchanges • Transacting • Value/attitude fit • Samplings • Rituals • Places/territories • Personal • Territories • Symbols/signifiers • Private • Attributes/features • Social • Legends/traditions • Cultural • Externalities • Transitions copyright 2012
  18. 18. Positioned the RAV4 within its unique context in the Gulf States of USA.Helped BBDO re-position Bank of America and helped activate the new idea bygenerating new products and employee behavior.Designed a global communications plan for GE with BBDO.Designed and led marketing innovation workshop for Shaklee and its agencyCO:COLLECTIVE.Trained Y&R’s Asia strategic leaders in innovation and trans-media planningtechniques in Singapore.Led a C-level marketing innovation workshop for CITI. Collaborated with CITI,Publicis and other CITI partners Razorfish, MEC and MS&L.Led brand story workshop for CO:COLLECTIVE and its client Spike.Collaborated with CO:, Campfire, Starling and Vice magazine.Collaborated with Headmint on Volkswagen marketing innovation.Collaborated with Headmint to generate a strategy to increase Coca-Colaconsumption at dinnertime in Russia, the Middle East and Africa.Trained innovation company Redscout on consumer-based methods togenerating new product/brand ideas. copyright 2012
  19. 19. Your Contact: Scott LukasFounder, Project and Brand Story +1.646.380.4677 DosageConsulting.comScott has worked with CITI, GE, The NBA, The Washington Post, Reebok, General Motors, Chase, SpikeTelevision, Verizon FiOS, Cadbury, Toyota, Honda, Carrabba’s, Subway, Quiznos, Bank of America, Scott’s,Plantronics and numerous brands for The Coca-Cola Company and Procter & Gamble.Scott co-developed an approach to marketing tasking, positioning and integrated marketing communicationsplanning for global agency network Lowe and Partners, which is currently being used in over 40 officesworldwide. He also developed methods of communications planning and trend analysis for The Coca-ColaCompany.Scott has been a guest lecturer at Columbia University, a guest judge at VCU BrandCenter and a featuredspeaker at AAAA Account Planning Conference and at the "Polygamous Wedding” Channel PlanningConference. He is a multiple AMA EFFIE award winner and judge, as well as a judge for the Jay Chiat CreativePlanning Awards and AAAA New Professionals Training and Competition (which he won in 1991). He has beenpublished in the American Association of Advertising Agencies’ 2001 publication “The Value of Advertising”and in 2007 a college text about career paths in planning. Scott continues to publish via his blog and podcast"On Creative Collaboration."Before Dosage, Scott worked at some of the most recognized agencies in the world for creative strategy andeffectiveness: Chiat/Day, Fallon McElligott Berlin and Berlin Cameron + Partners.Scotts a sports fanatic, an avid photographer, global urban wanderer, gadget guy, and reluctant golfer. Adevoted New Yorker, Scott mentored a teenager from Harlem for 10 years as part of Big Brother/Big Sister. Healso developed and led the “10048 Project” — a benefit effort that raised money for The New York Times 9/11Neediest Cases Fund. copyright 2012
  20. 20. Are you ready? Thank you, copyright 2012