nobody knows how it works but... 2016 update

NOBODY
KNOWS HOW
IT WORKS
BUT...!
HELENE DUVOUX_MAUGUET
STRATEGIC PLANNING
#016
9

PAULA SCHER_UNQUALIFIED_TED 
h t t p : / / w w w . t e d . c o m / t a l k s / p a u l a _ s c h e r _ g e t s _ s e r i o u s  
https://www.ted.com/talks/
paula_scher_gets_serious?language=fr

19

Help unlocking
creative ideas
to solve
business
issues!

24

« the art and science of reaching
target audiences using
marketing communication
channels »*
* h t t p : / / e n . w i k i p e d i a . o r g / w i k i / C o m m u n i c a t i o n _ p l a n n i n g

EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
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PLE
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CULT
URE
US
INTEGRATED STRAT & COMMS PLANNING
AD &
MEDIA
CREATIVE
BRIEF
Q&A
C
H
A
N
G
E
INSIGHTS
BIG
IDEA
WHAT IS THIS ALL ABOUT?
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
3 6 5 / O P T I M I Z AT I O N
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
HOW YOU GO FROM A (PROBLEM) TO B
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
HOW YOU KEEP MAKING IT BETTER,
STRONGER, BIGGER, MORE EFFICIENT?
BRAND
PURPO
SE
SHORT
TERM
LONG
TERM
OBJ
DEMAN
D MAP

31
« brands fail to
connect »!
R I C H A R D C O R D I N E R _ B R A N D S T O R Y

(REMEMBER)
MICROSOFT_BRINGTHELOVEBACK

back to basics:  
what’s a brand?!
38

brand is the 
« name, term, design,
symbol, or any other
feature that identiﬁes one
seller's good or service as
distinct from those of
other sellers.  
the legal term for brand is
trademark.!
A M E R I C A N M A R K E T I N G A S S O C I A T I O N ,
D I C T I O N A R Y O F M A R K E T I N G T E R M S

the brand is something
that helps to differenciate!
!

the brand is something
that helps to mark a
ownership!

42

exactly like when we
used to stamp !
the cattleto say that this one i s mine, this one is different
from this one!
1 6 t h c e n t u r y !

43

we brand with our own
nameto say that this product is mine, i’ve made it, i’m
the ﬁrst!
!
1 8 t h c e n t u r y !

snoop dog, shakira j.lo today,
same story…
they say it’s my song, i’m the one who sings it!

46

1 8 8 0 s !
we brand with our imageto say among others, see m e!
!

48

the brand needed advertising
to elevate it above the deluge
of anonymous and generic
mass-produced goods that
were ﬂooding the market,
and advertising needed the
brand when it could no longer
rely on the uniqueness of the
product to form the body of the
message.

differentiation based on
the brand itself became
a necessity. in an age of
intense competition and
uniformity, brand and
advertising were destined
to be together. !

50

1 9 0 0 ’s !
« trademark advertising »
‘ d r a w i n g a s t r a i g h t l i n e b e t w e e n t h e m a n u f a c t u r e r a n d
t h e c o n s u m e r ’!
!

51

the brand is no longer a
sign, it has become a link!
!
a contract based on trust!
!

52

the brand connects !
the manufacturer
to the consumer

53

e d w a r d b e r n a y s ! s i g m u n d f r e u d !

54

edward bernays (…) also knew
that you can’t change people’s
behavior by adressing their
reason or conscience for
something they don’t « need »,
but by capturing their attention
to hijack their desire – what
freud calls their «libidinal
energy » - towards goods.
B E R N A R D S T I E G L E R

55

and the brand created
desire

57
« it’s not the
object or the
service that
supports the desire,
it’s the brand»
J A C Q U E S L A C A N

58

advertising was born to
inform the consumer about
these new inventions
and to convince him that
life would be better if he
bought them. !

59

consumers are
developing
relationships with their
brands in a social/
psychological/
anthropological sense.
1 9 4 0 s !
h t t p : / / e n . w i k i p e d i a . o r g / w i k i / B r a n d

60

the search for the true meaning
of brands - or the brand
essence, as it is often called -
gradually took the agencies
away from individual products
and their attributes and
towards a psychological/
anthropological examination of
what brands mean for the culture
and for people's lives.
this was seen to be of crucial
importance, since corporations
may manufacture products, but
what consumers buy are brands.!
N A O M I K L E I N _ N O L O G O

the brand can stand for
an idea that would
matter to people much
more than the product
ever could.!

consumers don’t
buy products, they
buy brands 
!
they buy the idea
the brand stands
for!
63

the brand came to
represent who the
consumer was and,
more importantly, who
he wanted to be!

65

THE
ICON
BRAND1 9 8 0 _ 9 0 s … !

67

we choose our brands as we
choose our friends,
and we select these friends
based largely on how they
make us feel about ourselves!

= belonging
to identity group!

69

SAMSUNG_VS APPLE HI PSTERS
https://www.youtube.com/watch?v=tNxDd3l0lEU

70

brands
makes
people
nothing else
than teens
being transparent
within the group,
stand out from the
rest of the world!

the peak of success
came in the later part
of the 20th century,  
as the brand became
the biggest asset of a
corporation!

73
brand equity is a phrase used in the
marketing industry, that describes
the value of having a well-known
brand name, based on the idea that
the owner of a well-known brand name
can generate more money from
products with that brand name than
from products with a less well known
name, as consumers believe that a
product with a well-known name is
better than products with less well
known names. another word for
brand equity is brand value (…)
H T T P : / / E N . W I K I P E D I A . O R G / W I K I / B R A N D _ E Q U I T Y

75
what is this ?
i t ’ s n o c a t o r d r a w i n g o f a c a t . f o r n o o n e !
!

a cat which is worth 
1 billion dollars!
79

80
« then came
the brand equity mania
of the eighties, the deﬁning
moment of which arrived in 1988
when philip morris purchased
kraft for $12.6 billion — six times
what the company was worth on
paper. the price difference,
apparently, was the cost of the
word kraft. »

81
successful corporations
must primarily produce
brands, as opposed to
products!

82
« (the company who)
produces the most
powerful images, as
opposed to
products, wins the
race »

83
where does the company
put money into?!

86
because deep down,
what are we buying?!

89
nike_just do it story_dan wieden

the fetish strategy seemed to be working
fine: in the six years prior to 1993, nike
had gone from a $750 million company to
a $4 billion one and phil knight's
beaverton, oregon, company emerged
from the recession with profits 900
percent higher than when it began.
h t t p : / / w w w . n y t i m e s . c o m / b o o k s / fi r s t / k / k l e i n - l o g o . h t m l

this is the job
c r e a t e a v a l u e t h a t
d o e s n ’ t e x i s t

rory sutherland_life lessons from an ad
man_ted 
h t t p : / / w w w . t e d . c o m / t a l k s /
r o r y _ s u t h e r l a n d _ l i f e _ l e s s o n s _ f r o m _ a n _ a d _ m a n . h t m l

the price of the fetish is not less
than 78 billion dollars

http://www.interbrand.com/fr/best-global-brands/2013/Best-Global-Brands-2013-Brand-View.aspx

99
« branding, in its truest
and most advanced
incarnations, is about
corporate
transcendence »!

102
« why are we willing to pay an
extravagant price – when we could
ﬁnd a 20-time less expensive
equivalent– for a pair of heels which
sole has been painted in red or for a
little black jacket branded with a
double c ? »

104
« the taxation on the label
represents a perfect
example of social alchemy,
a transsubstantiational
operation which radically
modiﬁes the product’s
social quality, without
changing it’s physical
nature »
P I E R R E B O U R D I E U + Y V E T T E D E L S A U T _ A R T I C L E D E 1 9 7 5
L E C O U T U R I E R E T S A G R I F F E : C O N T R I B U T I O N À U N E
T H É O R I E D E L A M A G I E .

105
« there is
transsubstantiation, which
literally means transposing the
qualities of a ﬁrst substance into
a second (and, let’s take a wild
guess, in a third, aka myself
who’s wearing that item and
who’s feeling a little endowed
by it’s extraordinary power) »
H T T P : / / W W W . L E M O N D E . F R / S T Y L E / A R T I C L E / 2 0 1 2 / 1 2 / 0 4 /
L A - B A R B E - N E - F A I T - P A S - L E - P H I L O S O P H E - L A - G R I F F E - D U -
C O U T U R I E R - S I _ 1 7 9 9 2 7 3 _ 1 5 7 5 5 6 3 . H T M L

106
« the viewers are the ones
making the paintings »
M A R C E L D U C H A M P

107
superpower does
not come from
the brand but
from those who
are willing to give
it to it!

116

IN THE END, DOESN’T
IT END BY
NEUTRALIZING THE
INDIVIDUALS ? !

118

IS IT THAT DIFFERENT? !

121

IS IT THAT DIFFERENT? !

123

CONSUME OR
BEING CONSUMED?

124

by something that doesn’t
exist…

CORPORATE = REALITY  
BRAND = FICTION!
125

does a brand,
makes sense in
the dark?!

129

Help unlocking
creative ideas
to solve
business
issues!

EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
INTEGRATED STRAT COMMS PLANNING
AD
MEDIA
CREATIVE
BRIEF
QA
C
H
A
N
G
E
INSIGHTS
BIG
IDEA
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
BRAND
PURPO
SE
SHORT
TERM
LONG
TERM
OBJ
DEMAN
D MAP

EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
AD
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
INSIGHTS
BIG
IDEA
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
BRAND
PURPO
SE
SHORT
TERM
LONG
TERM
OBJ
DEMAN
D MAP
QA

EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
AD
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
IDEA
PLEASE, QUESTION
COMMS
ARCHI
TECTURE
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
BRAND
PURPO
SE
SHORT
TERM
LONG
TERM
OBJ
DEMAN
D MAP
QA
INSIGHTS

EXPLORE
MAP YOUR
PLAN/
STORY
BUSINE
SS
COMPE
TITION
PEO
PLE
COMMS
CULT
URE
US
AD
MEDIA
CREATIVE
BRIEF
C
H
A
N
G
E
BIG
organising
IDEA
PLEASE, QUESTION
SERENDIPITY
WHAT HAVE YOU SEEN?
WHAT IS BIG?
STRATEGIC PLAN
(OBJECTIVE)?
PROBLEM
TO SOLVE
WHAT IS TO
BE SOLVED?
WHAT IS THE STORY
TO BE EXPERIENCED
BY PEOPLE?
HOW YOU
BRING THIS
EXPERIENCE
TO LIFE?
HOW YOU
KNOW IF
IT’S A
SUCCESS
CLIENT
BRIEF
EMAN
MAP
QA
INSIGHTS
COMMS
ARCHI
TECTURE

a quick check list

where are we now?
where do we want to be?
what are we doing to get
there?
who do we need to talk
to?
how will we know when
we’ve arrived?

serendipity : 
making discoveries, by accidents and
sagacity, of things they were not in quest of.
(HORACE WALPOLE)

eli pariser_beware online ﬁlter bubbles

the key to good strategy: 
 
what have you
seen  
that no one
else has seen?  (or the guts to propose)

https://www.ted.com/talks/malcolm_gladwell_on_spaghetti_sauce?language=f
r 

MALCOLM GLADWELL_HAPPINESS,
CHOICE SPAGHETTI SAUCE_TED 
h t t p s : / / w w w . t e d . c o m / t a l k s / m a l c o l m _ g l a d w e l l _ o n _ s p a g h e t t i _ s a u c e ?
l a n g u a g e = f r

157!
the key to good strategy: 
 
GOOD INSIGHTS

158!
the key to good insights: 
 
EXPLORATION

P E O P L E !
C U L T U R E !
B U S I N E S S !
B R A N D / P R O D U C T !
C O M M S !
C O M P E T I T I O N !

PRESENTATION #1
NOVEMBER 23, 2010
WINDERMERE / 666 WEST END AVENUE, NYC

WINDERMERE
/
PRESENTATION
#1
161

NOBRAINER’S GLOBAL APPROACH TO WINDERMERE
PROJECT
WINDERMERE / PRESENTATION #1 162
BRIEFING
- Starting point: Windermere’s double life, rental today, condo tomorrow
- Optimize the investment, which is lower than initially expected
PROJECT VISION
- Context analysis: market, target, neighborhood, living trends
- Determining the challenges for Windermere
- First operational conclusions
POSITIONING CONCEPT
- Defining the building’s competitive statement with respect to the market
- Central concept able to deliver Windermere’s promise, create consistency among all the building elements and
inspire a future animation program to enhance the building attractiveness
LIFESTYLE PROGRAM
- Concept implementation on Amenities, services, finishes/equipments, animations…
- Inputs for the trade work (designers, suppliers, etc)
COMMUNICATION STRATEGY
- Generate awareness before opening
- Recruitment loyalty plan
+Communication tools creation development

WINDERMERE/
666 WEST END AVENUE/ UPPER WEST SIDE/ NYC
  This is a conversion project of a building located in the
West End: The Windermere Hotel.
  The AORE aims are to repackage this historic bring to NYC
market a new offer that will meets with actual expectations
in terms of products and amenities.
  374 apts
  From rent to sales
  Bear in mind that Windermere will embrace two lives: one as a rental
building, and the other as a condominium
  The renovations envisaged for the apartments’ launch on the market
won’t be made again at the time of the conversion (i.e. sales)
  It is thus paramount that the layout and the product/services offers
are conceived according to that principle
  N.B. Only the new tenants will be able to benefit from the new
developments, which on the other hand won’t be accessible to the
stabilized tenants
  From History to the modern times
  A lobby with a strong original 1920’s style

WINDERMERE
/
PRESENTATION
#1
164

EXPLORE
insights
BUSI
NESS
COM
PETI
TION
PEOP
LE
COM
MS
CULT
URE
BRA
ND/
PRO
DUCT
BUILDING
HISTORY
ARCHITECTURE
COMPOSITION
APTS
AMENITIES/ SERVICES
LOCALISATION
QUARTIER
COMMUNICATION ? QUEL GENRE DE
COMMUNICATIONS ? QUI COMMUNIQUE ?
COMMENT ? AUPRÈS DE QUI ?
UPSCALE RENTAL MARKET + CONDOS
LOCALISATIONS
OFFRES
KILLER OFFERS
WINNERS/ LOSERS
UPPER WEST SIDERS
PROFILS
FOCUS/ PROFIL
SPÉCIFICITÉS
ATTENTES
TENDANCES DE L’HABITAT
DU LIFESTYLE
DU DESIGN
RENTAL
UPSCALE RENTAL
MANHATTAN / NYC
OFFRE / DEMANDE
ENCOMBREMENTS/
MANQUES
TENDANCES, ÉVOLUTIONS
DU MARCHÉ
HEALTHIER THAN
ANYWHERE ELSE IN
MANHATTAN
FOC
US
UWS
THE HOME IS THE
ULTIMATE EXPRESSION
OF LIFESTYLE. IT IS THE
SUM OF OUR TASTES
AND PLEASURES. IT
NOT ONLY EXPRESSES
WHO WE ARE, BUT
HELPS TRANSFORM US
INTO WHO WE WANT TO
BE. IT CAN MAKE LIFE
BETTER AND IMPROVE
THE QUALITY OF LIFE
(IAN SCHRAGER)
INSPIR
ATIONS
/ REF.
QUELLES
TENDANCES
DANS LA
COMMUNICATION?
CO
M
TRE
NDS
MARQUES DE LUXE =
ÉDITRICES DE
CONTENUS
BRANDED ADDRESS
GÉOGRAPHIE
OFFRE
SPÉCIFICITÉS
INSIGHTS
FOC
US
AME
NITIE
S

THE RENTAL CONTEXT IN THE UPPER WEST SIDE

THE UPPER WEST SIDE, THE PLACE FOR RENTING
CitiHabitat, Black White Report – Year-end 2009

« RENTALS ARE HOT RIGHT NOW »*
  Because of the uncertainty of the economy, people want to stay
liquid
  Continuing credit crunch and shaky
economy means that it’s difficult to get
a mortgage, even for well-off New
Yorkers
  People are skeptical, they don’t want to
speculate on where prices will be going
  Particularly buyers seeking for middle-
ground - like 1-bedroom condos in the
$700-900K price range – where they
are going to stay for the next 5-10
years
« With credit still tight, this trend will likely
continue over the next few years, adding
that the few new development buildings
coming online are likely to be rentals rather
than condos. »**
*The Real Deal Online, « So Long, new condos » November 01, 2010 / **The Real Deal Online, « Rental get their day » November 01, 2010

ESPECIALLY HIGH-END RENTALS
« Monthly carrying costs on a very high-end
rental in Manhattan are still much less than the
monthly mortgage on a pricey apartment with
similar amenities »$
*The Real Deal Online, « Rental get their day » November 01, 2010

“MANHATTAN IS A CITY OF RENTERS.
WHAT'S HAPPENED IS THAT PEOPLE WANT TO LIVE
BETTER WHEN THEY RENT“*
  The level of rental offer has caught up with that of luxury condos
  A change of attitude regarding high-end rentals, probably due to luxury projects (like
the Ashley among others Extell’s developments, The Corner, The Beatrice…), raising
both the image of the rental and its attractiveness
  Top-notch design, stainless-steel appliances and other condo-level finishes,
amenities and prestige (without the mortgage and the commitment) have become
standard vs three to five years ago, it wasn't typical to have a washer-dryer and nine-
foot ceilings in a rental
  Echoing people expectations, for renting allows them to keep their lifestyle standards
as high as before the recession
“
*The Real Deal Online, « Rental get their day » November 01, 2010

« Nondos » = buildings intended to be condo and converted into rental
Hybrids = condo-rental buildings
A TREND EMPHASISED BY « NONDOS » AND THE
HYBRID VOGUE

WINNERS ARE:
Small areas
–  Manhattan rental units in the third quarter
moved faster and were less negotiable than
last year at the same time, while studios and
one-bedrooms outperformed larger
apartments, according to quarterly market
reports released today.
–  Both reports show rent increases for studios
and one-bedrooms. According to Citi
Habitats, the average rent for a studio jumped
3.9 percent to $1,828 from $1,760 in the prior
year quarter, while one-bedrooms increased
3.2 percent to $2,501. Elliman's report found
that the median rent for a studio grew 9.8
percent to $2,195, while the average rent for a
one-bedroom grew 1.9 percent to $2,950.
(Very) High-end
–  « There is a kind of mini-boom in high-
end rentals in terms of activity »
according to real estate appraiser Jonathan
Miller, the CEO and president of Miller
Samuel
–  It's going much better than we thought.
We didn't realize how strong the market
would be cf. Jeffrey Schleider (managing
director at sales and rental brokerage Miron
Properties) agreeing that high prices do not
seem to be slowing traffic to the building
NY Daily News.com “Big Apple Boom”, Novembre 4, 2010
The Real Deal Online, « Rental get their day » November 01, 2010

BUILDINGS/ COMPETITION

THE CORNER
200 WEST 72ND ST
  « The new modern-classic on the Upper West Side »
  Positionning: Modern sophistication, New York tradition
  A multifaceted address (with an highly marketed approach)
  « Unexpected standard of elegance » based on
  The introduction of art craft elements
  and « effortless living »
  Private retreat thanks to the Club s Lounge and Fitness Center
  Children s playroom that parents enjoy too
  Everyday escape rooftop
  + « Green living » through the introduction of green features: recycled contents, energy star
appliances, landscape using less potable water, glasses avoiding losses of energy…
  Retail corner to be called 72 and B way, housing Trader Joes food emporium and others to
come…

(BY THE WAY, LET’S HAVE A LOOK ON THE COMMUNICATIONS)

THE CORNER
200 WEST 72ND ST
  Hyper marketing

THE CORNER
200 WEST 72ND ST
  A thoughtful and insightful address… not in minute details…

MAPPING
POSITIONINGS REVIEW
people
apts
inside outside
++neighborhood
++mix best of UWS
residence lifestyle
++amazing amenities
quality interiors
++socialization
community
OR mix history of the building
(=UWS landmark)+modernity of
apts
OR services making
life better/easier

MAPPING
POSITIONNINGS REVIEW
people
apts
inside outside
Stonehenge Tower
The Melar
The Lyric
The Belnord
The Ormonde
Trump Place – 140
Riverside
The Regent
South Pierre
West Pierre
West End Tower

people
apts
inside outside
Top-notch amenities,
quality interiors services
improving the quality of life
= a territory to occupy
LEARNINGS FOR WINDERMERE

3 FIELDS OF OBSERVATION TO SHARPEN OUR VISION
AND DETERMINE THE IMPLICATIONS FOR THE PROJECT
  a/ Marketing and amenities are the two sinews of war:
Understand the premium market rules to optimize the project
competitiveness and profitability
  b/ Neighborhood analysis and insights research:
Identify target expectations regarding UWS living today and
provide a tailor-made answer
  c/ Trends and phenomena influencing the habitat for the years to come:
Anticipate the future needs and give Windermere a leg up

MARKETING AMENITIES

INTENSIFIED COMPETITION AMONG BUILDINGS THAT
WANT TO BE MORE THAN JUST A NUMBER ON A
STREET
  For the past 3 years, the bar has being raised: what once was the exclusive
attribute of very high-end condominiums is now the prerogative of the UWS
upscale rental market
Residential buildings are now trademarks The race for amenities and services
Cf. The Lyric and The Sagamore have passed from adresses to
branded-addresses
http://ny.curbed.com/archives/2010/11/09/
battle_of_the_manhattan_basement_bowling_alleys.php

AMENITIES CAN BE THE TIE BREAKER
  « People love anything free »
  The more over-the-top amenities, the lower the
vacancy rate compared with market average
(source: The Observer’s Luxury Rental August
2010)
  Even though they have to pay for it, it
seems that tenants are more inclined
to accept it to upgrade their lifestyle
  Tenants actually find full-blown hotel services
very useful. And as you become accustomed
with any extra you get, you cannot do without
after
  When the amenities are integrated into the
building, people are more inclined to become
heavy-users rather than working to hard to
afford such add-ons that they would never have
the time to use
  At the end of the day, you’ve never had as
much in a condo
The New York Times, June 29, 2010

MANDATORY AMENITIES IN UPSCALE RENT
  24/7 Doorman
  Concierge
  Health/fitness club
  Landscaped roof deck
  Lounge
  Children playroom
  Free WiFi
  Laundry at every floor (if not in apts)
  Extra storage
  Valet
  Garage
  Live-in super

RENTERS SEEM MORE DISPOSED TO SOCIALIZE
  Billiards room
  Fireplace
  Kitchen
  Bar
  Bookshelves
  Chesstable
  Yoga classes
  Holiday parties and summer barbecues
  Neihborhood wine stores offering wine tasting
  Gallery previews
  Movies screenings
  DJ sets
  Resident-only message board (sales, services,
recommendations…)
Real Estate weekly, Living the high life in
Manhattan, Oct 6, 2010

GREEN IS NOW PART OF THE PACKAGE
  Bicycle storage
  Environmentally-friendly features:
  Recycled materials
  Low-emitting building materials
  Materials obtained and transported regionally
to reduce carbon emissions
  Electric cars charging stations in the garage
  Heat reflective panels on the roof
  Low-e insulated glass with low reflectivity
preventing loss of energy
  Energy star appliances
  Water efficient plumbing
  Landscaping requiring less potable water
  LEED-certification
Executive Preseident of Glenwood
In The Observer’s Luxury Rental August 2010
Equity residentials

ALL THE THINGS YOU DON T HAVE TO TAKE WITH YOU
  Branded appliances
  Washer and dryers
  Zub-zero refrigerators
  iPod docking stations, speakers and
volume control in every room
  Digital cable or satellite TV
  Wine cooler in each unit
The Observer s Luxury Rental August 2010

COOKIE-CUTTER AMENITIES THAT MAKE YOUR LIFE
EASIER… LIKE IN A HOTEL
  Complimentary breakfast
  Room-service
  Personal assistant
  Home package delivery (dinner, grocery, dry
cleaning…)
  Move-in coordination services
  Complimentary business services and media
room
  Residents website with electronic services

ULTRA-LUXURY
  Indoor +70-feet (saltwater) pool
  Cinema room for private screening
  Garden
  Private café
  La Palestra-style or other state-of-the-art
sport center
  Bowling alley
  Yoga, Pilates, Personal Training, and
Kinesis Rooms
  Rock Climbing Wall
  Basketball Court
  Squash Court
  Game Room and Club Lounge
  Golf Simulator
  Private Treatment Rooms
  Men Women's Suana and Steam Rooms

THE OUTSTANDING NATURE OF THE AMENITIES IS
MORE IMPORTANT THAN THEIR NUMBER
  At the end of the day, only
amenities that can be SEEN create
a Trademark
  Marketing and communication are far
more interested in the competitive edges
that can be seen vs the private ones
  These are the ones that create the identity
and unique added value of an address vs
another

« WHAT YOU SHOW IS WHAT YOU ARE »
Make the visible common areas the priority, a winning model
that already proved to be key in the success of high-end
leading hotels in the world

THE LOBBY IS THE FOUNDATION OF THE TRADEMARK
Inven%ng
the
art
of
«
Lobby
Socializing
»
transforming
it
from
a

transit
space
to
an

iconic
Signature
place,
Ian
Schrager
set
new
rules
to
the
high-‐end
hotel
market

Since then, top-notch hotels exist more by their common places than their rooms

ST MARTINS LANE LONDON: THE HOTEL AS A THEATRE
BASED ON A LOBBY FOR SEEING AND BEING SEEN

LE ROYAL MONCEAU: THAT TYPICAL FRENCH ATTITUDE
THAT ONE LOOKS FOR IN PARIS MADE OF CHARME,
IMPERTINENCE, EXTRAVAGANCE AND SAVOIR-VIVRE
“And the hotel rooms are
downright boring. Think Pottery
Barn with a frog accent. But the
public areas are fabulous -- a
theatrical mix of lush Belle Époque rugs,
blinding chandeliers and, this being Starck,
giant wooden elk smack dab in the middle of
the floor. “

THE MERCER: IF THE LOBBY IS LIKE A LIVING ROOM,
THE HOTEL IS LIKE A HOME

USE OUTSTANDING AMENITIES AS A COMPETITIVE
LEVERAGE
A strategy that some of Windermere s main competitiors on
the rental/hybrid UWS market seem to have understood

THE LYRIC: DAVID ROCKWELL SIGNATURE LOBBY
Also inspiring the logo design identity

THE SAGAMORE: THE LANDSCAPED ROOF DECK, THE
MOST REMARKABLE SPOT OF THE BUILDING
Echoed by the visual identity of the residence (leaves on the logo)

COLUMBUS SQUARE: EVERYTHING, AND WHOLE
FOODS

THE ASHLEY: STATE-OF-THE-ART AMENITIES PACKAGE
DEDICATED TO RESIDENTS WELLBEING AND SOCIAL
LIFE
Private countryard and like others
Extell s developments La
Palestra sports club

SESSANTA60: THE SPORTY ONE

THE CORNER: MODERN SOPHISTICATION AND
EFFORTLESS LIVING, A TRANSVERSAL EXPERIENCE TO
ALL COMMON AREAS
NYTimes focus on the
lobby-chandelier, as the
ultimate evidence that
luxury lies in the details
http://www.nytimes.com/2010/05/02/realestate/02posting.html

INSIDE

DEVELOPER INSIGHTS
Every dollar spent on amenities
divides by 374
Every dollar spent for the
apartments, it multiplies by 374

UPPER WEST SIDE STORY:
TELL ME WHERE YOU LIVE, I LL TELL YOU WHO YOU
ARE

WEALTH
217
= Manhattan= $68 771
ManhattanUpper West Side
  People in the UWS have superior incomes compared to NYC
WINDERMERE / PRESENTATION #1
State of New York City, Housing and Neighborhoods 2009 – Furman center for real
estate and urban policy – New York University

Inconsistency of the neighborhood
from the Lincoln Centre to
Columbia University
  An important part of low revenue (northern
part + seniors)
  main part around the median point = upper-
middle class
  and a noticeable proportion of very wealthy
people above $200K
  But loyalty
  Average owner/renter move in the
neighborhood: 10 years more than Manhattan
average
à Eclecticism and a sense of community
inherited from the 80’s when the UWS
attracted artists, writers, and young
families. with its relatively low rents and
yuppies with high income, it prompted the
renovation of the era
218
AND DIVERSITY

average
household
income
twice
higher
than
median

Source: City-Data
http://www.city-data.com/neighborhood/Upper-West-Side-New-York-NY.html

DUE TO THE PROXIMITY WITH THE 96TH TRANSVERSE,
666 WEA APPEARS AS INTERMEDIATE
Median Household income – 666 WEA surroundings
+$79,000 =Close to the UWS average level
219WINDERMERE / PRESENTATION #1
Source: City-Data

THE UPPER WEST SIDER:
POWER SINGLES AND YOUNG COUPLES
  The majority of people is in their thirties
  Less family households than expected rather
small families (1 child)
  Highly educated community
  White collars
  Moderate to upper scale earning potential: they
draw a decent to handsome salary and have a
reasonable living expenses while living in a hip,
upscale and urban centre
Source: City-Data

WORK HARD
221
  A high level of education
  Higher degrees than in the rest
of NYC
  Qualified occupations above
NYC average
  Management
  Legal
  Business financial
operations
  Physical and social sciences
  Arts, design, entertainment,
media
  Education
Source: City-Data

WORK HARD
Source: City-Data

UWSIDERS: THE WORKAHOLICS
  People of the UWS are strongly career oriented since the very first years of
their academic paths
  This life orientation holds true for both men and women
  Although still in their young years, management level jobs and long commuting
times leave them little time at home for themselves or for their friends and
family
  They thus look for and value any way that can help them optimize and make
the most of both their time at work and at home
! Upper West Siders’ quest for life-work balance

UWSIDERS: THE WORKAHOLICS
Keep in mind:
- Eliminate any reference to the “job of living” : facilitate residents’ life so that once
they are back at home they do not feel like a second work-day starts. i.e.
recovery, relax, housekeeping, delivery services etc
- Offer business solutions that help combine work and private life: i.e. Provide
comfortable private/common working spaces, guarantee accessibility to work
related devices/platforms

THE UWS: FERTILE GROUND FOR FUTURE FAMILIES
  It may not be the main hub for NYC
families, but it surely is fertile ground
for those wanting to settle down
  Not only the UWS has the best most
varied offer in education, but it is also
a child s dreamland
  The renowned Children s Museum of Manhattan
  Charming specialty toy stores: Childrens General
Store, or West side Kids
  Theme playgrounds: The Hippo Playground in Riverside
Park
  Kids custom made hair salons and high end clothing
shops
  Dedicated book stores and an infinite number of arts
crafts venues
“All
the
shop
owners,
city
residents
themselves,

know
their
customer:
the
ultra-‐busy,
price-‐conscious,

educa:onally
pushy,
yet
fun-‐seeking
parent.”

AN INTELLECTUAL NEIGHBORHOOD DEVOTED TO
OUTSTANDING EDUCATION
  The neighbourhood naturally attracts an
academic crowd: students and people
caring about education
  Parents academic careers set the standard for
their children too
  Best public and private schools are in the
neighborhood
  Vast choice among religious and
specialised schools
Source: City-Data

THE FAMILY-STARTING POTENTIAL
  Although the UWS is a family-sized neighborhood, many residents are young
couples or single
  The neighborhood can thus be a strong thought starter for those who would
think about settling down and have children
  So, even those who choose a house with as a short-time strategy can actually
move on to longer-term plans
  However, hard-working parents can be strongly concerned about their family life
and the quality time they can manage to devote to their children
! Upper West Siders’ quest for family life balance

THE FAMILY-STARTING POTENTIAL
Keep in mind:
- Provide family spaces to optimize quality time with the family
- Offer children-sized facilities (both in terms of leisure and education)
- Guarantee services families can benefit from

“BIG WALLET, BRIGHT LIFE”
  Upper West Siders tend to spend
more than the average New
Yorker
  The perfect house - prime spending is
for the household:
  from education to contributions, from
furnishing to utilities
  The perfect health - above average
spending is registered for personal
care:
  insurance, health care, and personal
care
  The perfect lifestyle - Upper West
Siders tend to spend on many leisure
activities:
  general entertainment and gift buying
seem to be the main area, followed by
clothing and food
h;p://homes.point2.com

10024

10025
ﬁgures
synthesis

FOR THE IN-STAYER, THE HIP AND GOOD LIFESTYLE IS
A 360° OCCUPATION
  At home as outside, the same upscale,
glamour, and healthy lifestyle: For
those who pay extra attention to their
life quality and wellbeing and really
want to master it
  The finest gourmet food stores where celeb-chef
shop for their menus: The Food Emporium to
NYC fixture Zabar s
  Specialty and delicatessen shops that reflect the
rich diversity of the UWS: Salumeria Rosi and
Barney Greengrass
  A 360° lifestyle: food, clothing, home furnishing.
From the very hip Flee Market to high street high-
end stores like BOC, Tani Canine Country Club
  The UWS offers everyone the chance to live a
high-end quality lifestyle, whether you are a
professional on a schedule, a mother of 3 or a
student
“Paradise
for
the
professional
who

wants
to
minimize
kitchen
:me

while
feas:ng
on
only
trusted

gourmet
brands.”

“Any
New
Yorker
who
cooks
will
tell

you
that
this
gourmet-‐food
store
also

oﬀers
an
unbeatable
selec7on
of

cookware
and
kitchen”
gizmos”

One
of
the
great
things
about
it
is

that
they
have
online
ordering
so
you

can
send
these
delicacies

Source; New York Magazine #67 Apr 19, 2010

THE GOOD (SOCIAL) LIFE
  Residents generally seek to combine their private time with their social life
  Generally out-going, lovers of the social entertainment, the Upper West
Siders appreciate some time in just as well
  In fact, they value the art of home cooking and of receiving, for it lets them
be masters of their own time and kitchen
  However, being them also extremely concerned by their health and
wellbeing, a good dinner home with friends will only be served with the
finest ingredients from the gourmet aisle
! Upper West Siders’ quest for individual-social dimension
balance

THE GOOD (SOCIAL) LIFE
Keep in mind:
- Guarantee optimal cooking facilities and reception spaces
- Offer the best selection of the finest gourmet stores of the neighborhood directly
to your home
- Provide cutting edge spaces for social interaction

WELLBEING IS AN ALL-INCLUSIVE PACKAGE
  When it comes to wellbeing, UWS caters to
everybody, all needs, all schedules
  From lunchtime skin pick-me-ups to day long
sessions at the spa
  From very intimate places such as the Jeunesse
Spa to vip favorites like the Salon Above where
writers, artists, and filmmakers join WEA mums
  Wellbeing is a 360° way of life: stores of bio/
organic products, and food for all tastes: vegan,
vegetarian, or the pre-made diet dishes of Gary
Null Foodtrainers.
  And for those who like to get dirty, many are the
fitness centres in the UWS:
  The Reebok sports club and fitness centres specialised in all
sorts of disciplines from Pilates to prenatal Yoga.
  Add to this the natural offer, the Riverside and Central Park.

INDEED, UPPER WEST SIDERS ARE HEALTHIER
  UWSiders are sound in body: only 11% smoke vs. 18% in NYC. 80%
are trying to kick the habit.
  UWSiders are fitter: they are less likely to report doing no physical
activity (25% vs. 43% in NYC). 55% exercise at least 3 days a week.
  The “Meatless Monday” initiative: Upper West Siders are the new
Vergivores, who joyfully embraced the new trend*.
  A recent study confirmed that while 40% of NYC kids are overweight,
the healthiest live in the UWS.
h;p://nymag.com/daily/intel/2010/09/fat_kids.html

h;p://nymag.com/restaurants/features/69369/

«
Take
Care
–
Upper
West
Side
»-‐
NYC
Department
of
health
and
mental
hygiene
-‐
2006

A WHOLE NEW WHOLENESS
  The average resident of the UWS is extremely concerned about his health and
general wellbeing
  Well above the average New Yorker, they regularly exercise, and carefully
select what they eat
  Bio, vegetarian and even vegan food are the local favorites together with
dishes made with hand-picked ingredients
  Their attention to their wellbeing is not limited to food, they pay extra attention
to what they buy and only the naturally-made and organic products generally
make it to their shopping list
! Upper West Siders’ quest for mind-body balance

A WHOLE NEW WHOLENESS
Keep in mind:
- Offer the most advanced sporting and exercising facilities with state-of-the art
machinery
- Provide training services that can be customized to meet individual needs and
schedule
- Guarantee a comfortable environment that contributes to the residents wellbeing

THE NEIGHBORHOOD THAT MASTERS THE ART OF
CULTURE
  The neighborhood has a busy
agenda of cultural and leisure
activities
  The best most renowned concert and opera halls
in NYC: NY Grand Opera the Metropolitan
Opera
  The Lincoln centre: home of The Metropolitan
Opera, The New York City Ballet, The New York
Philharmonic Orchestra
  The American Museum of Natural History with its
Hayden Planetarium and Rose Centre of Earth
and Space
  But also theatres, galleries and the most
renowned schools of singing and
dancing

HIP ARTSY YET TRADITIONALLY CLASSIC
  The perfect breed of progressivism and
traditionalism:
  Not only is the UWS rich in culture but also in history: home to
landmarks like the Cathedral of St. John the Divine and iconic
building like The Dakota
  Cradle of religious and ethnic diversity: Jewish, Orthodox,
Buddhist and Christian communities
  The appreciation of its diversity and its history
makes of this neighborhood a safe and reassuring
place always at pace with times and ever evolving
Carla Kupiec Senior
Vice President of
Citi -Habitat
Reynold Levy
President of Lincoln
Centre

PROGRESSIVE TRADITIONALISM
  The UWS attracts a very intellectual crowd of art and culture lovers
  Indeed, it offers the best most renowned leisure and cultural agenda thanks to its
state-of-the-art cultural venues and the latest shows and performances premiers
  Yet, the UWS is a neighborhood with an extremely rich history: from historical
landmark to iconic buildings that made history not only in NYC but in the whole world
  Only few places in NYC and the US are that historically representative, so Upper
West Siders appreciate and cherish their historical heritage because of the soothing
and reassuring feeling it brings about
  Nevertheless, this young dynamic and modern crowd make of the UWS a
neighborhood that embraces the future and is always open to changes
! Upper West Side’s quest for past-present balance

PROGRESSIVE TRADITIONALISM
Keep
in
mind:

-‐ 
Capitalize
on
the
residence’s
own
history
to
leverage
people’s
pride
and
feeling
of

belonging

-‐ 
Express
the
building’s
historical
legacy
yet
with
a
modern
twist
to
embrace
people’s

modern
lifestyle


FROM THE QUIET OF YOUR HOME TO THE DAZZLING
CITY IN A FEW MINUTES
  The UWS is an oasis of peace
  The two parks protect it from the hassle
of the Big Apple
  Yet, it is just a few subway stops away
from the lights of the city
  The neighborhood is located in a
strategic position:
  The average commuting time for the residents
is about 35 minutes.
  From home, a peaceful journey continues: no
changes needed to get to most of NYC hot
spots.
  And well within the average travel time

IMPLICATIONS FOR WINDERMERE
  It is a relatively young target audience, who works, spends money, who is
extremely involved in everything it does /chooses, and who wants value for
its money
  Today, they choose to live better. Searching for a premium life quality:
  Less space : they might not be able to afford much space
  But more perks : whatever they can’t have at their place, they need it to be in the
building they chose ; they should benefit from an experience that can either enrich
them or facilitate a life that is already too busy with work and family
  Tomorrow, they choose to start a family and enjoy more long-term
benefits:
  by meeting their needs today, they could become condo buyers tomorrow

The Upper West Siders search for absolute balance in all aspects of their life
  The notion of balance must be developed on three levels:
The feel good factor
- Comfort
- Wellbeing
- Health wholesomeness
- Serenity
- Convenience
- Time saving
- Harmony among people
(family, neighbors, friends…)
The social factor
«
It
has
been
shown
that
people
living

on
high
traﬃc
volume
streets
have

fewer
friends
and
acquaintances
than

those
living
on
quiet
streets
»*
-Spaces for social gatherings
-Good-neighbor relationships
-Need to feel part of a
community within the building
The environmental factor
- Take the distance from work,
the traffic and the restlessness
of the city
- Need to be close to the
education center, to culture, to
history, and to sport
- Take one’s pleasures home:
company of friends, gourmet
food…
Sustainable
wellbeing:

Feel
good
in
your
privacy,
feel
good
in
your
community

*Transportabon
Alternabves
“Traﬃc’s
Human
Toll”
2004

« TRENDSPOTTING »:
UNDERSTANDING THE PHENOMENA IMPACTING THE HABITAT
TODAY TO ANTICIPATE TOMORROW NEEDS

« ECOLODGY » IS NOT A TREND ANYMORE, IT S A FACT

GREEN IS EVERYWHERE, IT HAS BECOME A MUST-HAVE

IF PEOPLE DON T DO IT BY « ECO », AT LEAST THEY DO
IT BY « EGO »

SUSTAINABLE INNOVATION STEPS INTO THE HOUSE
Eurocucina kitchen showcase at Milan Design Week 2010

AS LONG AS THE ULTIMATE LUXURY IS SPACE, MODULARITY AND
VERSATILITY REMAIN ESSENTIAL

WE ARE NOT OVER WITH FLEXIBILITY, IT IS MORE
NEEDED THAN EVER

AND MORE THAN EVER WE APPRECIATE THE OBJECTS
THAT ALLOW FOR A CHANGE OF SCENARY

NATURE IS THE ONLY SOURCE OF PERFECT BALANCE AND
CONTINUOUS RECREATION

LIVING IN A NATURE-LIKE ENVIRONMENT GIVES THE
POSSIBILITY OF SELF-RENEWAL

“REHAB”

NOTHING IS LOST, NOTHING IS CREATED, ALL IS
TRANSFORMED »: WE DON T THROW ANYTHING AWAY
ANY MORE , WE RECYCLE, WE REHABILITATE

« OLD IS THE NEW NEW »: WE GO BACK TO THE MOST
ESSENTIAL SHAPES OF DESIGN, THE ULTIMATE FORM
OF SIMPLICITY AND EFFECTIVENESS

THE FEEL GOOD FACTOR

« PLEASE INDULGE YOURSELF »: THERE IS NO HARM
IN DOING YOURSELF SOME GOOD

THE HOME IS THE GUARDIAN OF
PRIVACY AND THE PLACE TO
FIND ONESELF AGAIN
Maison Objet showroom – Inspiration trends book #17 - 2010

NOW THAT PRIVATE LIFE IS THREATENED, HOUSE IS
THE ULTIMATE SHELTER

SPACES WITHIN THE SPACE, RECREATING ROOM FOR
THE SELF

THE HOME IS A PLACE TO RECONNECT

AND A RECOVERY ZONE

THE FUNCTION OF THE HABITAT FOCUSES ON THE
SELF
  If the last years have been characterized by a statutary vision of the interior space
(space as a connection hub and exchange point, a place to take control of oneself,
design and decoration as a form of self expression, common show off trend)
  Today we go back to basics: the house is a place for letting go, for cocooning,
for recovering and refocus on the individual wellbeing
  Some suffer from the blurred boundaries between public and private life; they need their
house to be their shelter to protect them from the outside world. Time takes a new pace in
this unsophisticated place made to reconnect with nature and rediscover the inner balance
  Heirs of the era of the lofts and open spaces (and the Internet), the house stretches towards
more privacy by creating a world within the world: closed spaces in an open
environment. Within the house, intimate spaces sprout like bubbles of serendipity.

Keep in mind:
- Do not scrimp on natural and sustainable materials
- Bear in mind that once people pass through the door, they want to
regenerate through either the intimacy of private spaces, or the
reinvigorating energies of the shared social spaces
- The whole living environment must converge toward the concept of
‘better life’

COMMUNICATION TRENDS

LES MARQUES DE LUXE DEVIENNENT PRODUCTRICES
DE CONTENUS
  Comment les marques parviennent-elles à développer cette nouvelle
consommation émotionnelle au-delà de la valeur transactionnelle et historique
du produit ?
  en ajoutant de l EXPÉRIENCE à la share of voice et à l information
  car au-delà d être un marché et des produits, le luxe est avant tout une culture ;
un univers, des histoires, un mythe auquel le client veut accéder mais qui ne
s achète pas directement
cf. STORYTELLING
  Vuitton : art du voyage
  Hermès : savoir-faire
  Cartier : Art (Fondation)
  Van Cleef : romantisme

ROYAL MONCEAU/ OPENING PARTY
  ROYAL MONCEAU PR INVITATION
  EXPLIQUER MÉCANIQUE

BLOG

THE FIRST STUDY ALLOWED US TO
REACH THE FOLLOWING CONCLUSIONS

THE FIRST STUDY ALLOWED US TO REACH THE
FOLLOWING CONCLUSIONS:
  The value is on the premium market
è Leverage the current market state anticipate the conversion to come (sales) :
position the building as a premium rental offer, and introduce condo-level elements
since the very beginning, which will facilitate the subsequent switch
  If Windermere is to become a benchmark for rentals today and for sales
tomorrow, the investment must be directly proportional to the impact that
different parts have on the effect the building makes
è Maximize the investment on shared facilities/areas, which will embody the high-end
positioning and lay the foundations for the trademark
è Key spots that will make the difference:
  The signature-Lobby
  The Rooftop to be converted into a Sky Lounge
  The Basement to be converted into a state-of-the-art Gym
  All must be consistent with the Trademark identity

The building targets a variety of people with evident heterogeneous
needs, who yet share the same expectations and vision of life typical of
the Upper West Sider
è Different needs, same expectations
  Students

  Acbve
single
people

  Young
couples

  Families
with
young
child/
ren

  Seniors

  Extremely
concerned
about
health
and
general
wellbeing

  Over-‐invested
in
work
and
educabon;
they
want
to
make
the

most
of
both
work
and
home
bme

  Quest
for
personal/social
life
balance,
which
revolves
around

the
house
rather
than
the
outside

  Seek
for
feeling
of
belonging
within
the
UWS
community

conservabsm
and
also
open
to
modernity

changes


Maximize target satisfaction by matching expectations
  If Windermere is to become a benchmark for rentals today and for sales
tomorrow, it must provide living spaces and services that are a continuous
source of added-value
  Be as close as possible to the expectations of the identified target
  Create today’s attractiveness by injecting tomorrow’s expectations
  find a balance between :
Optimize performance and satisfaction / square foot
What is shown
The lobby is the building's signature. It
should impress those visiting
residents, and convey a sense of
exclusivity. The same applies to the
rooftop
What is experienced
The services and amenities must set
new quality standards and create a
sense of wellbeing for each resident

MUST-HAVE
AMENITIES
COMPETITIVE
EDGE
OUTSTANDING AND
EXCLUSIVE
AMENITIES
OPTIMIZE PERFORMANCE AND SATISFACTION /
SQUARE FOOT

THE PRODUCT DIMENSION
  Starting point: on the premium rental market the added value are the
amenities = stake everything on the new and differentiating offer package to
attract customers
  Draw inspiration from the best benchmarks in terms of competitive amenities:
the hospitality market
  Enhance the potential of the small spaces by making them become something more: the shared
spaces become the natural extension of the individual space
  Make the target feel more exclusive by presenting them with an upscale offer and a valuable
building, thus anticipating its condo conversion
A real opportunity for Windermere to combine the best of the hospitality
sector and the amenities that are best appreciated in order to create only
the best of home

TAKE THE HOME LIVING INTO THE HOTEL AND THE
HOTEL INTO THE HOME, THE ULTIMATE CONVERGENCE
276
Initially, it was the hotels that got the
inspiration from the home living so to
create hotels that would feel like “homes
away from home”…
…and to satisfy the needs of their customers
365 days a year, they ended up inspiring
residences with their hotels

THE TARGET DIMENSION
  Starting point: start from the Upper West Side target needs in terms of
lifestyle = translate them into a Windermere way of living to make the targets
identify with that experience
  Different needs, same expectations:
  Answer to a need shared by all the sub-targets: a total quality of life (material quality, sensorial
quality, psychological quality, intellectual quality, social quality)
  Maximize their wellbeing potential independently of their life situation (i.e. youngsters, singles,
couples with children, seniors) by adapting the amenities offer so that, at the end of the day, they
can recognize themselves and their lifestyle in the whole of the package at least at 80%
An opportunity for Windermere to satisfy a large and heterogeneous
target like the one present in the UWS

WINDERMERE 360° LIFETIME APPROACH
It is great to live in the UWS when you are a kid. There is a very
fun museum minutes away from home where I can go
whenever I want and also plenty of cool parks and
playgrounds, even one where you can play with the hippos! But
then, when I get back home and my friends do too, there is no
more fun: no dinosaurs, no swings, no hippos. And I just want
than all the time
I have always lived in the neighborhood, and I like it that way.
It is cool that I can stay in my neighborhood even now that I’m
older and I go to university. I now go to Columbia, but unless
you want to stay with your parents, either you live in the
dorms or you share a house. But it is much better for me that
my parents are willing to pay me a rent to get me all the
comforts and advantages that will let me focus on my studies
only and see for myself what independence is like.
My job is just so important to me, its is my first real responsibility as an
adult. I am ambitious and hard working and I’ll do my best to build my
career as fast as I can, yet not at the cost of losing the balance in my
life: you need to stay fit to stay focused. So it is very important to me
that I can devote the little time that I have got left after work to taking
care of myself; being close to Central and Riverside park, having all I
need for an healthy lifestyle (e.g. bio food, spa and sports venues) is
just the perfect combination that allows me to take care of myself and
still have time to meet with my friends.
My first child is on the way, and for his wellbeing as well as mine, I need
the maximum peace of mind and comfort. Lately, I love to pamper myself,
take some me-time in relaxing and regenerating spaces. I started cooking
at home so that when my baby arrives, he will only eat the best and
healthiest food, and his very pregnant mother can regain her shape. I think
that doing some physical activities is good both for me and my baby, so I
started taking classes of prenatal yoga and I swim a few times a week
Since Andrew arrived in our life, Mary and I decided that it was
best to move to a more child-friendly neighborhood; a
neighborhood where we can offer our son the best education
and guarantee him a bright future. True, we go out a lot less
than before, but it is exactly because of this that we appreciate
feeling good in our place and having all that we need to make
our busy life easier, because being a parent is like having a
second job!
I am a writer and I am very close to this
neighborhood, it is here that I have always lived
and here that I wrote my best works. All that
history, all those cultural place full of stimuli and
inspirations; it is the best place to have a very
intellectually rich life. But socially too;
everybody end up knowing each other in the
neighborhood and all the different generations
that cross every day in the halls never stop
nurturing my spirit and inspiration.
Never will I leave the UWS. At the same time, it is not a my
age that you pack your stuff and go live at the other end of the
City or worse, outside the city. It is incredible how life in the
UWS lets you preserve that dynamism while enjoying the
comforts of your life and the good relationships with the
neighbors

TWO DIMENSIONS THAT MEET IN A TRANSVERSAL
PROPOSAL
« Windermere, better living, better life »
The best of hospitality
for the best of home living
Wellbeing wherever the
individual is on his life path

WINDERMERE’S FUNDAMENTALS
  The value comes from the amenities
  Make the amenities real leverages of
acquisition and differenciation
  Maximize enjoyment/sq.f for the tenants
through lifestyle experiences designed to
fit their highest expectations
  Valorize price/sp.f
WINDERMERE / SCENARIOS BOARDS 280

WINDERMERE’S FUNDAMENTALS
  A lifestyle proposal: « Windermere, better living, better life »
  An artistic direction - Art Deco revisited: capitalize on the legacy of the
Roaring Twenties and stage Windermere’s ability to live in modern
times
  A mandatory: revive the building and refuel it with life

WINDERMERE FUNDAMENTALS « B-L-SL APPROACH »
Basement : Body
A temple for taking car of oneself and the body, it is the
key place for regeneration
Lobby: Look
It is the visual signature of the experience and style of
Windermere, it embodies the social status of the building
and of its residents
Sky Lounge: Social Life
It conveys the spirit and the ambiance of the building’s
life, it is the key point of the Club life

THE BASEMENT/ PERSPECTIVE
Nowadays, proposing a gym, however
fantastic it may be, is a standard of the
premium market. Yet, we have observed just
how concerned the Upper West Siders are
with their health and wellbeing, so much that
they are the ones exercising the most in NYC
(55% practice 3 to 7 times a week)
It is thus essential to create a space that is
well more than a simple gym and make the
idea of wellbeing integrated into the whole
Windermere experience
The idea: the Urban Spa

THE BASEMENT/ CONCEPT (1)
  Insight:
  A place where you can improve your body shape but also your general health
  A place that makes you stronger, both physically and mentally
  A place where you can disconnect from the City turmoil, your work and your
constraints
  A place that is not a simple gym but a transformative experience
Experience : the rejuvenation of the body through energy recovery

THE BASEMENT/ CONCEPT (2)
Windermere House Urban Spa : « Fuel for Life »
  Process:
  An urban spa where the physical activity is not conceived as an escape valve where people come
to get ride of their stress, it is rather a long term program that allow people to recharge their
batteries and train their body to the fullest.
  “Energy produces energy2”: thanks to energy recovery through practice, people can improve their
work performance, intellectual performance, their resistance and their sleeping pattern too.
  To obtain optimal results, facilities will be adapted to the different targets’ nature coexisting at
Windermere, whatever their lifestyle and their physiological needs are: men, women, young and
less young people looking for strengthening, reinvigorating, or just finding a healthy life balance.

THE BASEMENT/ SPEC BOOK
  Gym divided into 3 areas:
  cardio zone
  weight zone
  fitness zone
  Technogym equipments
  Yoga/Pilates Studio
  Stretching Studio
  Pool
  Steaming room / Sauna
  Whirlpool / Hot Tub
  Massage Room
  Lockers room
  Showers
  Nails bar
  Hair dressing table
  Recovery room

THE BASEMENT/ PALETTES

URBAN SPA POOL / BOARD

THE GROUND FLOOR
  4 spaces can be envisaged:
  the lobby
  a space connected to the basement: the
spa lounge
  a space dedicated to the children: the kids
club
  a business center

THE LOBBY/ PERSPECTIVE
For obvious financial reasons, it has been decided to
preserve the original shape and structure of the lobby.
Indeed, it can be a real opportunity to highlight the pre-
war character of the building by extending the external
visual experience (facade) to the interior and to give a
second life to an history well praised in New York
Let’s thus benefit from the incredible legacy of the
roaring twenties, a time of inspiring cultural and
social ferment, and stage Windermere’s ability to
evolve with time and offer a definitely contemporary
lifestyle today
The idea: express the idea of
“progressive conservatism” so
dear to the Upper West Siders
through the lobby

LOBBY/ CONCEPT (1)
  Insight
  In a building like in a hotel, the lobby is like a snapshot that immediately expresses the building
positioning, the product quality, and the status of its residents. It has a very strong impact on the
first impression people get when they discover Windermere (brokers, prospects, PR people,
guests…)
  As « business card » of the building, it has to show a valuable as well as rewarding character to
those who choose to come live at Windermere: it should communicate a sense of exclusivity,
sophistication, and cultural upgrade. In the meantime, it should convey a sense of familiarity, as if
it were not a place you just came to, but a room that has and still is already emotionally lived.
  Invite the residents to share the heritage of Windermere as if it were some objects a family has
been collecting for almost a century spent in the building
Experience: a “cabinet of curiosities” that makes the soul of
Windermere live again from the 20’s to the present time

LOBBY/ CONCEPT (2)
Windermere House Lobby:
Windermere’s coat-of-arms
  Process
  The lobby is the style matrix of the entire building, the whole artistic direction will be influenced by
the decisions made for the lobby
  A “cabinet of curiosities” is a room or cabinet for keeping the traces of the past safe and enrich
them continuously with today’s objects
  There, a collection of miscellaneous and often rare objects is kept. It offers itself to works of memory, yet it
tells the story of today
  In terms of look, the lobby mixes references from the past (Art Deco furniture, lighting, art works, design
objects and even books and music that strengthen the concept while creating the atmosphere), and
contemporary interpretations of the 20’s modernity
  The lobby is a transit place, which must be effective and functional
  It is possible to sense the home feeling and the charm of a bourgeois family house instead of the arrogance
of the new hip glass towers so cold and detached. However, it is not necessary to furnish the place, for it is
only a scenario not a living place
  The lobby is a visual concentrate of Windermere imagery. The Club, the exclusivity as well as
privacy are all feelings that must be perceived right away

THE LOBBY/ SPEC BOOK
  Front desk
  Concierge
  Personnal mail boxes
  Art Deco pieces: refurbished, vintage or conteporary reeditions / interpretations
  furniture, lighting
  art works
  design objects
  and even books (to be displayed around the columns
  and music that strengthen the concept while creating the atmosphere

THE LOBBY/ PALETTES

THE ROOFTOP
2 spaces
  the sky lounge (closed) and its terrace (covered during the winter, open during the summer)
  the garden (sun deck)

THE SKY LOUNGE/ PERSPECTIVE
Even thought it has become expected to find a rooftop within the
amenities package on the premium rental market, a sky lounge is
still an element with strong differentiating power.
We can benefit from the opportunity of being able to use the roof
space on one of the highest buildings of the West End Avenue
and offer to residents a real unique experience.
The sky lounge, thanks to its exclusive character, is going to
become the key point of the social life of Windermere Club
House.
The idea: make of the sky lounge the
hang-out of the Windermere Club
Community

THE SKY LOUNGE/ CONCEPT (1)
  Insight
  If people of the UWS are among those who go out less in NYC, it does not mean that they
don’t have a rich and dynamic social life. Quite the opposite, it is proved that those who live
on the quietest streets of the City are also those who have most friends
  Since the majority of the apartments are small, and the apartment itself is a place for
intimacy, it is good to have another space to receive other than your own apartment while
staying home
  Also, in a world made transparent by modern technology and an endless stream of news
and information, the idea of identity, secrecy, private dens, or exclusive memberships
appeals to modern Americans who crave a little mystery
Experience: the modern speakeasy spirit

THE SKY LOUNGE/ CONCEPT (2)
Windermere House Sky Lounge:
Your select and secret annex
  Process:
  The sky lounge is a place of freedom for the club’s members.
  Sometimes, an intimate place, private and relaxed, where you can make yourself comfortable and quietly
read in front of the fireplace.
  Sometimes, the hot spot of the club spirit and conviviality where you can invite your guests and meet the
other members, chat while sipping on a cocktail or meet others for a chess match.
  A versatile and sophisticated space, transformable according to the socialization needs and wants of its
patrons: summer or winter, the sky lounge offers the possibility to benefit from the terrace and its incredible
views.
  “Please don’t tell”: an intimate and private circle for the insiders only.
  The speakeasy notion refers to the idea of exclusivity and secrecy, and of selective societies where you can
only be a member or be initiated to enter This makes it all more alluring and enticing; a nostalgic reminder of
the 20’s, part of a common history.
  This also gives a fiendish character and adds charisma to this emblematic space of the Windermere
Trademark.
  It is a place designed to host events: exhibition openings, wine tasting nights, and nights where
mixing experts teach how to make the perfect cocktail

THE SKY LOUNGE/SPEC BOOK
  a real vintage counter bar, where people can make their own cocktails
  espresso or tea machines
  refrigerated storage space
  kitchenette
  fireplace
  piano
  WiFi
  TV
  Games (e.g. chess)
  Terrace: retractable glass ceilings and walls or greenhouse

THE SKY LOUNGE/ PALETTES

THE SKY GARDEN/ PERSPECTIVE AND CONCEPT (1)
  A rooftop space directly accessible from the apartments without having to go through the
lunge and the terrace.
  Insight
  Choosing the UWS and a tree-lined street like the WEA satisfies a need for oxygenation and
getting in touch with nature. Phototherapy is also an excellent source of positive energy for the
body and the spirit
Experience: your own private urban Eden in the heart of the City

THE SKY GARDEN/ PERSPECTIVE AND CONCEPT (2)
Windermere House Sky Garden: a bubble of oxygen
  Process+specs book
  A sun deck transformed into a suspended garden allowing the residents to actually sun bathe and sink
into nature as soon as the sunny days arrive to the start of autumn.
  Lushly landscaped garden: a “park” effect with invasive plants that naturally create intimate spots and not
just flower pots here and there. This is not a place for contemplation but rather a private garden people
can enjoy
  A watering system of 50% non-drinking water and 50% rain water
  Well equipped with deckchairs and hammocks
  The place will even be able to host the yoga classes in the summer

THE SKY GARDEN/ PALETTES

… until the elevators and the corridors

ELEVATORS = A SHORT-JOURNEY
  A very transient journey from the lobby…
  the concentrate of Windermere’s history and progressive-conservatism feel
  … to the amenities and the apartments
  contemporary living spaces
  Elevators Doors: in tune with the areas they are connected with
  Basement = Urban Spa, the regenerating zone
  Lobby = Cabinet de Curiosités 20s
  Rooftop = Sky lounge with a modern speakeasy feeling
  Corridors leading to the apartments
  Elevators Interiors: a time-machine, like an accelerator from history to
modernity
  If the 20’s would have been invented today, how would it look like?
WINDERMERE / ARCHI-DESIGN #1 311

CORRIDORS = THE BUILDING VEINS
  Basically Windermere gives an impression of being like fossilized
  In order to pay tribute to the new concept – make people live and feel better – it
is urgent to revive the building and refuel it with life
  As the corridors are the territory of the flows inside the building, they are totally
just right for spreading this new dynamism into the whole building, like the
veins carry the oxygen to the heart
  Corridors are dynamic trajectories able to refill people with energy

METAL WORKS – FROM THE ORIGINAL…

… TO MODERN FREE REDEFINITION

PATTERNS

SYNTHESIS: WINDERMERE S FUNDAMENTALS
Basement Spa lounge Lobby Kids club Business
Lounge
Sky lounge Garden
Direction Urban spa Spa
antechamber
Visual icon:
progressive
conservatism
365-day
inner
playground
Office annex Livng icon:
hang-out of the
Windermere
Club
Community
A park in
the sky
Concept Fuel for life Urban
sanctuary
Coat of arms Playful self-
development
Keep
connected,
reduce your
stress
Your select
and secret
annex
A bubble of
oxygen
Experience rejuvenation of
the body by
energy
recovery
individual/
mind
rejuvenation by
relaxation
a “cabinet of
curiosities” from
the 20’s to the
present time
a playground
where to
learn while
having fun
a home office
that takes up
no room in
your home
the modern
speakeasy
spirit
your own
private
urban
Eden in
the heart
of the City

BRAND PLATEFORM
SIGNATURE
WINDERMERE / 317
Today
in NYC housing
amenities are the
sinews of war
the tie breaker
when it comes
about electing an
address: let’s
draw our
inspiration from
the best
references of the
hotel private
club world
Provide all the targets profiles
along a full lifetime cycle with
affordable luxury of living
to enhance the satisfaction
rate by square feet
The new
reference
that upgrades the
market standards
Powerful
amenities
Feel-good factor
for everyone
Progressive
conservatism
Live more.
Windermere offers the richer life
experience in the neighborhood
and even one of the richest
housing experience of Manhattan
MOJO
PERSONALITY
MISSION
VISION
WINDERMERE
WEST END AVENUE
LIVE MORE

WINDERMERE LIVE MORE MANIFESTO
« Coming up from a world where space is the
ultimate luxury,
where joy is made rare
where time is the most precious good
What is life if it s not to make the most of it?
Maybe some would accept the status quo
But you don t
You want things that others don t
You want to live the high life
This is not idealism
Here s to you who want more from life
More from yourselves
More from happiness
More from richness
More from togetherness
More from intensity
More from cool
More is a mindset. More is an attitude.
Sometimes even more is not enough.
The more you get here, the more you live. The
more you can do. The more you
perform. the more you feel good about yourself.
The more you can give back to your
nearest and dearest.
This building has the power to make lives bigger
than life.
Ou This building has the power to change lives.
Windermere West End Avenue. Life
expanded. »

luchini_ca me deprime la plage

323

M A R T I N W E I G E L

“Thus, the task is not so much to see
what no one yet has seen, but to think
what nobody yet has thought about that
which everybody sees.”
ARTHUR SCHOPENHAUER

327

a penetrating observation
about consumer behaviour that
can unlock growth. diageo

328

a fresh understanding but
not obvious about
consumers values, beliefs,
habits, desires, motives,
emotions needs that can
be translated into
competitive advantage.
M O N H A B I R S A W H N E Y

329

a fact based learning with
direct implication for
performance improvement.

330

normal
and
absurd in
close
proximity.
T R A C E Y F O L L O W ( J W T )

331

Pour être plus précis, ce besoin consommateur est structuré autour de trois
composantes 4:
- L'idée elle-même, exprimée ainsi « j'aimerais pouvoir », « il serait pratique de »,
- la motivation au sein de laquelle cette idée est ancrée « parce que pour moi il est
important de »,
-  La tension qui fait que cette motivation est contrariée ou seulement partiellement
satisfaite, le « mais... »,
Ainsi l'insight s'exprime selon une phrase du type « j'aimerais pouvoir manger cinq
fruits et légumes par jour, parce que je sais que c'est important pour la santé, mais je
n'ai pas toujours le temps de cuisiner ».
L’insight est donc une idée structurée et problématisée mais aussi l’expression
d’une frustration ou d'un désir non encore satisfait. Il est donc porteur d'une tension
qui conditionne l’enjeu commercial pour une entreprise qui souhaiterait y répondre
par une innovation produit ou service.
HTTPS://FR.WIKIPEDIA.ORG/WIKI/INSIGHT_(PSYCHOLOGIE)
(ou pas)

a deep truthnot already over-addressed
that grows
creativity
business

335

good insight=
aha moment
« bien vu »

336

M A R T I N W E I G E L _

338

pg_thank you, mom
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = F L e F f J 1 X u E k

old spice_the man your man could smell like

chrysler_imported from detroit
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = S K L 2 5 4 Y _ j t c

honda_the impossible dream
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = W N 6 a 0 c S f 7 8 I

unilever_dirt is good_print making off

s t a r b u c k s _ e a r l y brirds a p p project

375

from insight to
behavioral
economics

immortal fans_reci fe football club
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = u t r y i y x z 5 e o
Immortal fans!

The great s c h l e p
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = A g H H X 9 R 4 Q t k

creative brief/
Integrated brief!

“Paint the
ceiling”
S o u r c e : O M D I n t l

“We’ve got a load of
important people in
next week and the
ceiling needs to be
patched up”

“Create a beacon of art to
illuminate creation with
God’s glory for all eternity 
- the beauty of which shall
spread throughout
Christendom.”

« the medium is
the message »
M A R S H A L L M C L U H A N – U N D E R S TA N D I N G M E D I A

Quel
était
l’objecbf
?

390

391

bing_decoded jay-z
h t t p : / / w w w. y o u t u b e . c o m / w a t c h ? v = x n i c 4 w f 8 a y g

PERMISSION!
INTERRUPTION!
the big battle

396

the experience
journey is built
around people

pantene aqua light uk_make a swisssh
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = C 2 _ f m A o - 6 k k

pantene aqua light uk_make a s w i s s s h

pantene aqua light uk_make a swisssh
https://www.youtube.com/watch?v=pakmgyeqe7k

Alors
que
les
compagnies
internet
s'efforcent
d'ajuster
leurs
services
à
nos
goûts
personnels
(y

compris
l'actualité
et
les
résultats
de
recherche),
une
dangereuse
conséquence,
involontaire,

émerge
:
nous
nous
retrouvons
piégés
dans
une
bulle
de
filtres
et
ne
nous
trouvons
pas

exposés
à
l'informabon
qui
pourrait
reme;re
en
quesbon
ou
élargir
notre
percepbon
du

monde.
Eli
Pariser
argumente
avec
force
qu'au
final
cela
s'avérera
mauvais
pour
nous
et
pour
la

démocrabe.

Pioneering
online
organizer
Eli
Pariser
is
the
author
of
The
Filter
Bubble,
about
how

personalized
search
might
be
narrowing
our
worldview.
Full
bio
»

H T T P : / / M A R T I N W E I G E L . O R G / 2 0 1 3 / 0 2 / 2 0 / A - T A L E - O F -
H U M I L I T Y - A N D - I N D I F F E R E N C E /

401

DAN WIEDEN_ABOUT CREATIVITY
h t t p s : / / w w w . y o u t u b e . c o m / w a t c h ? v = O 6 n j B 6 F o r X 0

•  Quel est le problème de marque à résoudre ?
•  Quel est le problème consommateur à résoudre ?
•  Quel but la marque veut-elle remplir pour ses consommateurs ?
•  Comment rendre tout cela intéressant pour les gens ?
•  Où cela se passe-t-il ?
•  Que voulons-nous que les gens fassent ?
•  Quelle articulation avec les communications existantes ?
•  Comment savoir si c’est un succès ?

BRAND!
1.(Quel(est(le(problème(de(
marque(à(résoudre(?(
- La marque rencontre-t-elle un ou plusieurs problèmes ?
- Quel est le plus important ?
- La marque veut-elle conquérir de nouveaux marchés ? Attirer une nouvelle
audience ? Générer de la conversation ? Renouveler son image ?
AUDIENCE(
2.(Quel(est(le(problème(
consommateur(à(
résoudre(?(
- Quel insight consommateur la marque cherche-t-elle à résoudre ?
- Quelles sont les conventions du marché/secteur à remettre en cause ?
- Que manque-t-il aux consommateurs dans leur parcours ?
- Qu’est-ce qu’il pourrait leur être vraiment utile ?
- Comment la marque peut-elle faciliter leurs vies ?
MISSION(
3.(Quel(but(la(marque(
veutGelle(remplir(pour(ses(
consommateurs(?(
- La marque veut-elle créer de nouvelles expériences ?
- La marque veut-elle délivrer un message particulier ?
- La marque veut-elle réinventer la catégorie ?
- La marque veut-elle unir les gens ?
ANGLES(
4.(Comment(rendre(tout(
cela(intéressant(pour(les(
gens(?(
- Comment-on rendre cela intéressant ? Fun ? Unique ?
- Quelle histoire veut-on raconter ?
- Quelle expérience veut-on créer ?
- Existent-t-ils des exemples pour nous inspirer ?
CANAUX(
5.(Où(cela(se(passeGtGil(?(
- Online? (Site, réseaux sociaux, forums, blogs, viral, bannières,…)
- Offline? (Print, TV, presse, packaging, in-store, évènements,…)
- Ou les deux ? (campagnes intégrées, brand content, transmedia, story telling…)
RESULTATS(
6.(Que(voulonsGnous(que(
les(gens(fassent(?(
- Veut-on que les gens partagent ? Echangent ? En parlent ? Recommandent ?
- Veut-on que les gens participent ?
- Veut-on que les gens changent leur perception/réflexe ?
- Ou bien veut-on simplement que les gens jouent et se fassent plaisir ?
ARTICULATION(
7.(Quelle(articulation(avec(
les(communications(
existantes(?(
- Quelles sont les outils de communication déjà existants ?
- Comment doit-on les articuler avec notre projet ?
- Doit-on être cohérents/complémentaires ?
- Ou peut-on s’émanciper totalement des campagnes précédentes ?
KPI’S(
8.(Comment(savoir(si(c’est(
un(succès(?(
- Quels sont nos KPI’s ? Est-ce le nombre de visites ? De visiteurs uniques ? De
vues ? De fans ? Les retombées RP ? Etc.
- Est-ce un changement dans la perception de la marque ?

BRAND / PRODUCT: OWNER AGENCY:
WHAT NEEDS TO HAPPEN?
Why does this brief exist? What is the business challenge and marketing task?
COMMUNITY INSIGHT
Who are they and what matters to them?
What stuff do they love? What do they see
as valuable?
Who influences them? Who do they
influence?
BRAND INSIGHT
What is the brands POV?
How do they behave in the world? What are
the key associations?
Are there any product specific insights /
mandates?
SOCIAL INSIGHT
What are people saying about the brand/
topic? Who are the participants / users?
Who are the passives?
CULTURAL INSIGHT
What is going on in popular culture that we
could tap into? What tension can we solve?
What movement can we champion or
create?
ROLE FOR ADVERTISING
What is your key insight and communication strategy - how are you using comms to solve the
problem? What are the best channels to achieve the business objectives? Which channels, in
which context are planned and how? What are the key moments?
ROLE FOR CONTENT
What value can the brand bring to the community?
Why would they give a shit about what we will say or do – does it have the potential to
stimulate conversations and participation?
KEY BEHAVIOUR WE WISH TO CREATE
What do we want people to notice, feel, think or do? (love the brand, visit the website etc) Be specific if possible e.g If it’s love the brand, or visit the website – for what, how much, when and how
often? Are there any intermediate behaviours that we can gauge – google searches, store traffic, social media volume etc
CONTENT BRIEF
RESPONSE BY:BUDGET: BRIEF RATING:

H T T P : / / W W W . H O U S E O F N A K E D . C O M /

419

INSTEAD OF OPPOSING
TECHNIQUES WRE
SHOULD TAKE THE BEST
OF ALL

420

TO BRING PEOPLE
THROUNG THE
BEST JOURNEY OF
EXPERIENCES
OF THE BRAND STORY

4
2
1

EXPERIENCE IS
THE ULTIMATE
QUEST OF NEW
GENERATION

experience drives
to
curiosity…
to
engagement…
to
preference

three_danceponydance
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = E k r 0 5 T 9 I a i o

three_pony mixer
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ?
f e a t u r e = p l a y e r _ e m b e d d e d v = r W X D - g Z u W N k

meme generator_my little pony
h t t p : / / m e m e g e n e r a t o r . n e t / M y - L i t t l e - P o n y

THREE #HOLIDAYSPAM 
 
h t t p s : / / v i m e o . c o m / 11 3 9 4 2 8 2 3

430

D U M B WAY S TO D I E _ C A S E
h t t p : / / w w w . y o u t u b e . c o m / w a t c h ? v = I x Z _ Z z n O 2 e k

CONTENT/
EVENTS
CRM
PRINT/
SEARCH
MASS/
BROADCAST
O M D

CONTENT
EVENTS
PARTICIPATION

CONTRIBUTION
RETAIL
SEARCH
BROADCAST
INVITE
#CAPTURLIFE
CONTENT BASED TVC – PRINT - DISPLAY
TEASER/ INVITE
TVC – PRINT - DISPLAY DESK/ TAB/ MOB - SOCIAL
AUDIENCE PASSIONS BASED CONTENT
DIGITAL/ MOBILE CONTENT
PLATFORM
EVENTS WITH
INFLUENCERS
SPONSORING/
PARTNERSHIP
TESTERS
INFLUENCERS
TESTIMONIALS
INTEGRATED DEALER COMES TO ME TEST
DRIVE EXPERIENCE
EXAMPLE : PLANNING THE CAPTUR CALL STORY
EXPERIENCE

nobody knows how it works but... 2016 update

nobody knows how it works but... 2016 update

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