1. G O A H E A DT O O L F O R D O E R S
Elena Yepes
P l a n n e r - F u t u r i s t
2. Step 1: Analyze the
past before looking
forward.
Step 2: Create multiple
scenarios to inspire the
brand storytelling.
Step 3: Use the best scenario
to create the annual
content calendar.
Inhale the future,
exhale the past
The future is exciting:
I am ready!
More than just
one Future
3. G O A H E A DT O O L F O R D O E R S
Last year the brand reached this goal:
2 0 1 5 2 0 1 6
But the brand still have
this challenge unsolved:
BIG DREAM
for the next year:
Top 4 priorities for the next year:
Brand main strength:Main weakness:
BIG GOAL
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1.
2.
3.
4.
4. Scenario #1
Inspired by Consumer
S C E N A R I O S 2 0 1 6
Scenario #2
Inspired by Brand
Scenario #3
Inspired by Culture
Create 4 scenarios to have multiple options to build
the brand storytelling for the next year.
Consumer beliefs or consumer behavior
to inspire the brand story.
Social facts to create the brand story
around a collective issue.
Strengths and benefits to highlight the
brand philosophy.
Mixing innovation from different
categories to create a new story/solution.
G O A H E A DT O O L F O R D O E R S
Choose the Best Scenario
to reach the BIG DREAM
______________________
______________________
Scenario #4
Inspired by Categories
5. Critical Touch Points
P L A N 2 0 1 6
Micro-moments
Discover the main touch points across
the consumer journey to tell the brand
story.
Create the consumer experience inspired
in consumer behaviors.
Partners
Tech / Digital
Content Strategy
Enrich the experience with tech
tools and digital media.
G O A H E A DT O O L F O R D O E R S
Statement Experience:
________________________________
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Enhance the brand story
through collaborative projects.
Keep the brand story active across
multiple perspectives.
Emergent Trend
Turn the brand experience
into a trend.
6. G O A H E A DT O O L F O R D O E R S
@ e l e n a y p s
