Seaside workshop deck

Renewing the Seaside Brand Image
1
Pete Boland November 2017

Purpose
• To remind ourselves of the original spirit of Seaside,
creating together a refreshed, inspiring vision and
action plan for the Seaside brand that restores its
position as a global beacon for a better way of living.
3

Session Goals
1. To clarify together what Seaside means, what it
stands for (and stands against), who it exists for, and
how we make that clear to the world outside.

2. To create together an agreed-to brand platform that
we can then bring to life in inspiring and compelling
ways across the entire Seaside experience. Key
Deliverable is a Seaside Big Board brand platform

3. An initial set of ideas and actions that could bring our
Big Board brand platform to life
4

It’s time to challenge ourselves
• Step back, take a fresh look. What needs to happen
now?

• What’s the state of Seaside today and 5 years from
now?

• What biases, assumptions, mental models is it time to
question?

• Do we still believe in the original Seaside idea?

• Even if we return to some core truths & values and
express them newly for the new world, let’s take a hard
look at a few things

• And let’s build a new, exciting growth plan for the next 5
years
5

Specifically, we are going to..
Suspend our rational selves and think of Seaside as a brand.

Do what Apple, Audi, Nike, Dyson, Charles Schwab, iShares
did to build a clear, insight-based brand strategy.

Align on our target audience for Seaside, the beliefs and
values of Seaside, what we stand for and what we stand
against, and how we’re going to attract the right people to
Seaside.

Road-test it.

6

Sharing
22%
Teamwork
33%
Inputs
33%
Set Up
11%
How We Are Going To Spend Our Time
7

Agenda/Flow: Day 1 Morning
8
Agenda Owner Timing
Welcome, Session Goals and Agenda Pete B 9:00-9:15
Introductions & Seaside stories All 9:15-9:45
Seaside is a Challenger Brand and why that matters Pete B 9:45-10:15
Why We Are Here Today Clark Beecher 10:15-10:30
The Seaside Idea Daryl/Micah 10:30-10:45
Break 10:45-11:00
What We Can Solve For Dave R 11:00-11:15
The Seaside experience: Voices of Visitors,
Homeowners, Merchants and Others
Amy Wise-Coble 11:15-11:45
Why Seaside Matters Mark Gessler 11:45-12:00
Lunch Break 12:00-1:00

Agenda/Flow: Day 1 Afternoon
9
Agenda Owner Timing
Zeitgeist Brian Morse 1:00-1:15
Our Challenger Task; Big Board Template & examples Pete 1:15-1:45
Building the Seaside Big Board. Teams of 4-5 people
each tackle Insight, Core Belief, Monster, Offer
All 1:45-3:00
Break 3:00-3:15
Share, discuss, build and identify favorites All 3:15-4:00
Refine and re-build All 4:00-4:30
Share final Big Boards All 4:30-4:45
Recap, closing thoughts Pete 4:45-5:00

10
Agenda Owner Timing
Breakfast on the Assembly Hall outside deck 8:30-9:00
The story so far & consensus on direction for today Pete 9:00-9:30
Teamwork – teams of 5-6 people each tackle
Revisions from Day One plus remaining elements:
Brand Behavior and emotional Response of audience
9:30-10:00
break 10:00-10:15
Share and Discuss Big Boards All 10:15:10:30
Road Test All 10:30-11:30
Share ideas / Decide on best ideas / Owners All 11:30-12:15
Conclude Pete 12:15-12:30
Next Step
Full report (draft platform and notes) (Pete) 2 weeks

Introductions
Name…
Homeowner/resident/merchant/other..
How long have you been coming to Seaside..
What’s your favourite Seaside memory..
11

What is a brand?
• A brand is much more than a logo.
• Brands represent the sum of
perceptions and experiences
about a product or service.
• A brand = a promise, that when
kept, cultivates loyalty.
• Brands “owned” by consumers
13
“A brand is like a
reputation for a person.”
Jeff Bezos, Amazon
“Human beings are
powered by emotion, not
by reason. Study after
study has proven that if
the emotion centers of
our brain are damaged in
some way, we don't just
lose the ability to laugh
or cry, we lose the ability
to make decisions.”
Kevin Roberts (Saatchi)

16
Brands signal emotions and experiences
extremely efficiently; they act as short cuts

17
Brands come alive through the actions of people.
The way they talk, the way they act, and the way
they serve their customers

What do we mean by “Seaside Brand”?
• What Seaside means to its community. What it stands
for in people’s minds: its spirit, values, memories and
the experience of Seaside itself.

• It’s more than the beautiful logo or color. It’s about the
promise of the brand.
18 * community = homeowners, vacationers, management companies, merchants, our school.

We may have lost our way a little
•We’re not all aligned on the direction of Seaside

•We have a history of internal strife

•We may have different ideas about what Seaside is.

•And at certain times of the year, we’re becoming
overwhelmed by crowds. Of perhaps the wrong sort.

Which all means, we’re not being clear to each other,
and the outside world, on what Seaside is, who it’s for,
and why.
20

But being clear about anything in today’s
world is getting harder
21
Getting people to pay attention is a more & more difficult task

Connected  
Devices
…because in
a world with
multiple
choices…
TV 
Channels
Million Digital
Properties
Million  
Apps
Messages
5.25
800 500
1.3 362
Hours of video uploaded
to YouTube every minute
300

Confidential for internal purposes onlyCharles SchwabPresentation title use view footer to changeJune 29, 2015 23
…where
competition for
time & attention
is vast

And when there’s so much noise it’s hard for our
voice to be be heard
24

This is becoming less and less effective

Million Digital
Properties
Because attention is the new currency
2000
12sec
2013
8sec
Over the last 8 years, the ability
of each rating point to drive ad
recall has steadily declined
31%
76%

but there are brands that
stand out & thrive.

WE NOTICE THEM 
 
They know what
they stand for 
 
And what they push
back against
28
STANDS
FOR
STANDS
AGAINST
Real beauty Beauty that is
skin deep
Discretion The normal
rules
Satisfaction Hunger
Belonging Strangers
Commerce &
Culture
Madrid
Creativity Confining PCs

These
brands are
challengers,
and they play
by new rules
• They challenge the tired old ways

• They aim to be everything to a few,
not something to many

• They embrace risk & don’t fear
failure

• They project their beliefs and values

• They force competition to navigate
by them

• They are nimble not perfect

• They self-disrupt before their
competition does it for them.
29

They’re Soulful.
They have a beating heart. They are not just a
faceless corporation. You don’t just buy them you feel
them

They’re pioneering
They are innovators. They forge ahead.

These brands are challenger
brands

And Seaside? Seaside has all of those
attributes
41
Seaside has:
a history of challenging conventions

an identity

a point-of-view

soul

fearlessness

Renewing the Seaside Brand
Image
Clark Beecher

Why We Are Here

Clark Beecher, Homeowner

Seaside is at a point of inflection?

• Hemmed in by development over last 15 years

• Homogenization of 30A is commoditizing Seaside's
“identity”

• Overwhelmed by crowds in certain times of year

• Lack of community unity

• Deterioration of homes and common space given
age of community and lack of engagement by
property owners

• Unsure of our future

• Discounted rental rates due to lost of original
demographic

• Concerns over the ‘new demographic’ of visitors,
renters and owners

And things are not out of our control
• We can set a vision for Seaside that defines what kind of
place we want to live, vacation, own a home or work in.

• We can define the values and beliefs that we ascribe to
ourselves as a community

• We can define what we want Seaside to stand for, and
what we want to stand against

• And we can take action to bring that vision to life through
every aspect and stakeholder in the community

Image
Daryl & Micah Davis

The key themes that
underlie the Seaside
Idea

The Luxury of Simplicity
The Luxury of
Simplicity

The Tactile Joys of Beach Living

Growing Organically,
Gracefully & Openly

Image
Dave Rauschkolb

A perspective on
what we can solve

Dave Rauschkolb

Renewing the Seaside Brand Image
Amy Wise-Coble

1. Voices of Repeat Visitors
Key Findings from a Survey of 27 Repeat Visitors in Homeowners
Collection Database)

Only You
Seaside is still viewed as a very unique experience by repeat
visitors
Seaside exists apart from the "real world”
Very diﬀerent in its architecture and sense of community,
It has the appeal of times past
Unique charm with a small town feel. We have tried many other 30 A developments but
nothing comes close.
The walkability of the community, allowing for a more simple, authentic experience for
families with young children.
We had stayed at other 30A beaches but got hooked by Seaside.
Yes, its not commercialized... It's all about family.
The simplistic of the town is like no other. Most amazing place. My boys love it!
This will be our 9th year. We all look so forward to our family vacation. I cannot tell you
enough how much we enjoy the serenity and family togetherness during our time there.
Wish we could live there....

Knowing Me, Knowing You
Many visitors are very aware of the New Urbanism
concept
The whole urban planning and layout is real and has made Seaside
what it is. A new town that takes a lot of the great things from real
traditional Southern towns
The New Urbanism concept [is unique] as well as the white sand beach
and enjoyment of walking, biking and family time in such an idyllic
setting.
First successful New Urbanism Plan.
Successful New Urbanism layout.

Memories Are Made Of This
Seaside generates precious, unforgettable memories
The place where we go to make memories.
The place where my children learned to ride bikes and had the freedom to explore
as they got older. It is also the place where one of those children got engaged with
all the family gathered round as the sun set over the beach.
A place where memories are made.
We've travelled all over Europe & as far as South Africa with our two girls and had
amazing experiences...yet we would tell you that hands down our favorite memories
are from our Seaside summers.
Great friend of mine had been vacationing in Seaside for a number of years with his
daughters and wife. When we started our family, we wanted our kids to have
memories of our summer vacations - same great place, same exceptional
experiences, same family time together year after year. Once we came to Seaside
for the 1st time, we were hooked!

We Are Family
The Seaside way of life has appeal across generations
There are 22 of us in my family alone. We all spend one week in Seaside
each year.....in diﬀerent houses; five houses in all. The children talk about
our Seaside trip ALL YEAR LONG. We don't dare change the location,
although we have considered going elsewhere. They say NO!
For the past several years we have filled out house with the young adult
friends of our children, and it has become just as special for them. When a
group of 30 somethings plan their summers around our vacation, it speaks
volumes about how Seaside captivates visitors.

All Kinds Of Everything
No need to leave Seaside…
Everything you need, all in one small, very manageable package.
We never have to get into our car.
able to blend beach and shopping together.
At Seaside, we can find just about everything we need within walking or
biking distance.
Everything is walkable and convenient.

Worth It
Expensive is good…?
Prices for everything are a little high but I think it makes it a more exclusive
area
I would like for rates to stay the same and not increase, it is expensive.
Try to keep it aﬀordable so a week here is not five mortgage payments.
Lodging is expensive.
It’s over priced. It’s crowded.
Experience becoming progressively worse yet rents going up based on
past.
Expensive to reserve beach space with Cabana Man services.

Everybody Knows About My Good Thing
Over-crowding is becoming a very big issue
The main downside is just how crowded it gets in the summer, though there is nothing I
can think of to fix that. Definitely protecting the private beach areas are important.
The traffic (people and bicycles) in the summer has become almost overwhelming. I
really only like visiting in the fall and spring as a result, which is increasingly difficult with
school age kids. Not sure either is solvable, although bikes would be easier with less
vehicular traffic.
It has gotten so crowded-- sounds awful to say but we just wish less people came there.
Less crowds in town center that don’t belong there
Beach is so crowded - wish the double rows of beach chairs would go away...and would
love to have live music in square. Guest symphonies to local artists. Ref: Vail's Ford
Amphitheater.
Been going to Seaside for over 10 years. Considering going to other beaches because
of crowds.
Traffic on 30A and bikers pouring in every night, exiting out on 30A can be dangerous at
night.

The Older I Get
Visitors are starting to notice a deterioration in
cottages
Houses are aesthetically lacking updates.
Wifi and TV services oﬀered are primitive.
We have watched the houses go from pristine condition to shabby in
some instances. It is not a sure thing any more when renting- we have
to be much more careful with which house we rent.

I Know What I Want
Visitors are clear about other areas they’d improve
I would like some rules on the beach (no smoking, no music, no fishing).
Maybe also add a movie theatre or bowling alley for times when the
weather is bad.
More events through out the week in the square, movies, concerts or
tastings. More kids events on rainy days.
Stricter enforcement on appearance of cottages - most need to be
updated and freshened up.
Push parking more to the outside of town center and truly utilize more
space. No need to have cars park right in the center of town.
Maybe more movie nights, arts and crafts classes for families

Don’t Go Changing
Visitors are clear about other areas they’d improve
It still feels very small and timeless. We love that it has maintained its
character through the years without feeling the pressure to expand or
grow. If it ever got too commercial then it wouldn't be the same.
Nothing! IT'S PERFECT

2. Our Voices

Key Findings from a Survey of 103 homeowners, residents, merchants
and professional services employees.

Firstly, we had high response rates from
Homeowners/Residents & Merchants
Number of Response(s)
Homeowner/Resident 91
Merchant 11
Service Provider 2
Total 103

Returning Visitors
Us vs Them

Homeowners/Residents/Merchants/Professionals

Seaside Matters Because
Unique and Iconic
Beach Town with an
impressive master plan
Seaside provides a sanctuary-type atmosphere
Seaside matters in shaping how
communities function well.
It's an oasis in a hectic world.

unique character.
Seaside matters because it brings back the simplicity in life
model community with cultural orientation.
reminds us how neighborhoods

should be built.
reminiscent of a time when life was simple
In what has become a very crazy world, it allows me and my
family and friends to go back to a simpler time.
It is not only a town but a community.
This is an experiment
of day to day life and escape

It’s the archetype of new urbanism
The Martha's Vineyard of the gulf.
leader in urbanism development
The ability to leave behind the stresses
It matters because of the successful design that has set the standard for the region, it
matters because of the significant impact on the local economy,
I’m not sure it does. Overbearing restrictive covenants don’t serve Seaside owners.

I honestly don't think it has nearly as much bearing on the area any more. Other communities are doing everything better.
Seaside matters only if it can retain its unique qualities
a community that respect nature and its surroundings.

Seaside Transforms People
Our family spends more quality time together here
than in any place we have been or lived.

Our daughters do things in Seaside they would
not do at home - biking, going without make-up,
eating lunch at home together despite other
choices, playing family Scrabble games, etc. our
kids become kids again!

The ability to leave behind the stresses of day to day life and
escape to an environment in which I don't have to get in my car to
fight traffic, walk my dogs in an area that is peaceful and calm, walk
a few steps to a beautiful sandy beach and gorgeous water isn't
available to me any other place.

Seaside has become an anchor within our family.

People bought homes and started
businesses here for the same reasons
Laid back character
Culture

Quiet residential streets
Safety

Beauty
Community
The Beach

Manageable size
Simplicity

Problems
Now too commercial, trying to appeal to day tourists and
not the people staying there.

The overage of commercial greed and the depreciated

quality of homes has made Seaside matter to day-trippers
and one-timers who want to use and abuse the area.

Unfortunately it has been discovered by too many who do not live here, but come to cause
havoc and leave without taking responsibility.

Now it is filled with over-sized trucks and restrooms in the middle of Seaside Avenue

during spring break there were drugs and rape on the beach
and a homemade porn video was being made behind the
chapel.
"Seaside has become the new Panama City Beach". "Seaside is a place to
dump kids". "Rosemary Beach is the new Seaside"

Mixed Feelings About The Future

The City Beautiful Movement
1893

SEASIDE | the New Urbanism movement 198

What is the future of our Past?

College of Charleston | Break for History 2017

Historic American Building Survey

National Historic Vehicle Register

Image
Brian Morse

Seaside and the Digital Conversation
http://
broadreach.co
Brian Morse –
Brian@BroadReach.co

SEASIDE GOOD PROBLEMS
POPULARITY PROBLEM
Seaside is grappling with popularity,
especially during Spring Break periods.
STRUCTURAL PROBLEM
Seaside has inherent advantages and
disadvantages in structure during this
time. Great place to convene is good
and bad.
PARENTS LIKE SEASIDE
Safe place for their kids.
BEHAVIORAL PROBLEMS OF
GUESTS
Generational judgement aside,
material problems have developed
from younger guests within Spring
Break time frame.

DIGITAL SATURATION
DIGITAL CONVERSATION
Critical source of messaging.
SATURATION
Overwhelmed by Social Media
messages.
FUNCTIONING IN DIGITAL TIMES
How do Seaside participants participate
in Social Media?
SOCIAL MEDIA POTENTIAL FOR
ADDRESSING SPRING BREAK AND
BEYOND
Can we leverage Social Media to start a
conversation with a younger
demographic to address seasonal and
larger scope issues?

SOCIAL MEDIA, IMPACT PLATFORMS
SOCIAL MEDIA POWER
Critical source of messaging. The Age of
Sharing.
FACEBOOK AND INSTAGRAM
Snapchat and Twitter large, but FB and
IG platforms of marketing for biz.
FACEBOOK – OLDER
Powerful tactic to connect with your
target audience. Twice the reach of IG
INSTAGRAM – YOUNGER
Personal, Conversational, 10x’s higher
engagement than FB. Reputation
management lives here for 15-30 Year
olds.

WHY INSTAGRAM MATTERS
UNTAPPED OPPORTUNITY
An incredible opportunity to connect with
your target audience.
TELL YOUR STORY
Tell your brands story in a visual and
engaging way using photos and videos.
HUGE AUDIENCE
One of the largest and most engaged
audiences with 600M+ active users.
GO WHERE THEY GO
Connect with your target audience where
they spend the most time.

MEDIUM IS THE MESSAGE
TUNE IN, TURN ON
Start the conversation where the
younger and next generation of Seaside
participants are communicating
POSITIVE, AUTHENTIC
CONVERSATION
The Seaside experience is bursting with
positive visual messages for Social
Media. Create authentic voices to push
and pull ideas, messages and positive
values.
REPUTATION MANAGEMENT
Most Seaside participants have well
formed moral compasses. With critical
mass, positive leadership could emerge
from this platform.

“The Big Board”
120
What Core Insights Drive this Story?
What do we know about our target audience(s) motivations and desires? What’s
going on in their lives that impacts how they view the category, us, our competitors?
What do we know now that we didn’t know before? What are the human truths that
we’ve uncovered and how do they impact on how our target thinks, feels and acts?
Core Belief
What do we
fundamentall
y believe in?
Why do we
exist as a
brand?
Monster
Who are we up
against? Another
competitor? A market
anomaly? A commonly-
held belief that we feel
is misplaced? Apathy?
Fear?
Core Offer
What’s our product
or service offering,
essentially – and
how does it slay
the monster?
Brand Behavior
What’s the brand’s
role – who do we
stand up for, why and
how? How do
demonstrate this?
Single Minded Communication Idea Usually the campaign or brand platform
How will we describe our customers and how will we make them feel?
Who are we ‘for’? How do we think of them and how do we talk about them? What,
ultimately is the emotional benefit they will experience from engaging with us?
What we are going to build today:

The BIG BOARD: Apple (1997)
121
What Core Insight(s) Drive this Story?
Technology was becoming a business productivity tool — even an enslaver — when it should be used to
unleash people’s creativity. Humanity values creativity. Without it we get stuck. We languish in the
moribund. Fortunately we have rebels, misfits, crazy ones. They are the ones who drive things forward.
They need to be celebrated.
Core Belief:
People with passion can
change the world for the
better
Monster:
Conformity. The safe,
predictably automaton
world (of Windows)
Core Offer:
Elegantly simple,
beautifully designed
products and services
for creativity
Brand Behavior:
Audacious Mavericks.
Single Minded Communication Idea
The Crazy Ones (TV campaign)
How will we describe our customers and how
will we make them feel?
Creative Mavericks
There’s a little bit of the passionate, creative
maverick in lots of people. Apple brings that out.
We’ll make you feel creative, imaginative, powerful
Ideas/Actions/Language
The iMac flipped the convention of beige 
The ipod — radically easy to use mp3 player 
Think Different campaign 
So many more . . .

The BIG BOARD for JetBlue
124
Domestic air travel is very competitive and margins thin. Any frills have been stripped away over time.
The big domestics have old planes and unionized crews who have been doing battle with management.
Their service is poor. The customer is increasingly an afterthought, treated like “self-loading freight”.
The customer has become invisible.
Core Belief:
“It’s time to put
humanity back into air
travel”
Monster:
The inhumane ways
people are treated in the
air by the majors  
- Cramped seats,
charged extra for bags,
bad attitudes, etc
Core Offer:
The world’s greatest
flying experience,
attainable for all: more
legroom than any other,
in flight TV, leather . . .
Brand Behavior:
The People’s
Champion. Your ally in
the sky. Not afraid to
call BS, quick to offer
a solution. Voice of
reason. Honest, open
We put the humanity back into air travel
How will we describe our customers and how
will we make them feel?
“The Disrespected Traveler:
Pissed off at the terrible experiences they have to
endure when they travel, they just want a little
respect.We’ll make them feel human: at home,
welcomed, valued
Committed to customer service
Ground Rules. You Above All
"Overpack. Underpay. First bag flies for free.”
"Room. With a view. The most legroom in coach
and free DIRECTV®
"Our standards beat their extras. Unlimited brand-
name snacks and soft drinks."

The BIG BOARD: Audi
126
Luxury brands are those everyone agrees have prestige, often coming from their heritage and values. This strength can be flipped
by the usurper, making heritage appear old-fashioned, and the brands who have it the status symbols of yesterday. They are cliches
out a synch with the times. Many affluent people— esp the new affluent — want to align with new values. They are progressive,
open to new ideas, challenging the status quo. Audi represents progressive luxury.
Core Belief:
Progress happens when
conventions are challenged
Monster:
Old luxury — stuffy, traditional
symbols of wealth (but also
various ‘non-progressive’
forces in culture)
Core Offer:
A new definition of luxury:
Progressive Luxury- Quality,
Sporty, Progressive
Brand Behavior:
The Next Generation
Challenger — “that was
then, this is now”.
Provocative, strong,
confident, of the times.
Vorsprung Durch Tecnik
How will we describe our customers and how will we make
them feel?
The Progressives. Always challenging, asking ‘why not?’. They
love the recognition that comes from finding a better way. Audi
makes them feel smarter, more evolved, of today.
Explicitly taking on Benz on image
Filling cars with proof points well-dramatized:
Aluminum — more expensive, but lighter = faster/efficient;
diesel; 8 signature moments of the experience
Monsters: Taking on the crumbling US road infrastructure;
Taking on oil imports

128
1
2
4
3
5 6
Audi A8
Racing
Barrels of oil
saved
Brand Summit
participants
sign hood of
an Audi
Flagship
Dealership
Flagship
Dealership
1
2
4
3
5
6

The world of investing is at an inflection point again. Post-crash, there’s a large segment of Affluent investors who want ‘a hand on the wheel’. Why
wouldn’t they? In every other area of their lives they seize the initiative, take ownership, and have tools and partners to help them unleash their full
potential. These investors are independently-minded, determined, optimistic and driven individuals who take accountability and don’t accept compromise.
But in the world of old school brokerage firms, compromise exists at every turn.
Now there is a better alternative because unlike other investment firms, Schwab’s values and heritage are completely aligned with this investor mindset.
Indeed, Chuck himself is optimistic, driven & self determined. He has created his own destiny by challenging and innovating to revolutionize the investing
world. Now, we are renewing our mission to liberate people so that, with our partnership, advice, and expertise, investors everywhere can create their
own destiny.
Core Belief
When done right,
investing liberates
you to create your
own destiny
Monster
The brokerage model
that’s stuck in the past,
with all its inherent
compromises.
Core Offer
Investing fit for today’s world, liberated from
compromise e.g.,
• Real choice vs. controlled choice
• Simplicity vs. complexity
• Transparency vs. opacity
• Partnering vs. being managed
• Value for the investor vs. value for the
firm
• Independence vs. dependence
Brand Behavior
We stand up for investors, passionately challenging
compromise and convention at every turn in the name
of truth and integrity, encouraging investors
everywhere to join the revolution.
We champion an honest, fresh approach. We are the
next generation of investment firms, expert,
charismatic, optimistic and forward-looking
Single Minded Communication Idea Own Your Tomorrow
How will we describe our customers and how will we make them feel?
We’re for The Driven. Those optimists who seize the initiative, make a plan and stick to it, and determinedly engage in life’s journey. Unlike others in this
business, we’ll show them we’re on their side. They’ll feel liberated, reinforcing their sense of achievement and pride in creating their own financial future,
and ultimately their destiny
Big Board: Schwab
129

Divide Your FlipChart like this
132
Core Belief Monster
Offer Brand Behaviour

1. What Core Insights Drive Our Story?
•Who do we want to appeal to? What’s going on in
their lives that make Seaside appealing? What’s going
on in the world outside? And how is Seaside a
solution?
134

2. What do we believe in?
•What do we fundamentally believe in? Why do we
exist as a brand?

•Analogs: Think of Audi’s belief that the conventional
view of Luxury was outdated. Apple believing it could
unleash people’s creativity. Schwab believing in that
investing can help you seize your destiny…
135

3. What’s our monster?
Challengers fight a Monster on behalf of their
community. A Monster threatens us all. Think about the
shark in Jaws. The Death Star in Star Wars or Aliens in
every Alien movie ever.

•Who are we up against? Other destinations? A
commonly-held belief that we feel is misplaced?

•What battle are we fighting on behalf of people?

•Analogs: Virgin fights the lazy, self-involved,
incumbents. Audi picks fights with stuffy Mercedes.
Dubai fights against the perceptions of the ME
136

4. What Do We Offer?
•How does Seaside slay the Monster?? What do we
offer that no-where else does?
137

140
Agenda Owner Timing
Breakfast on the Assembly Hall outside deck 8:30-9:00
Plan for this morning Pete 9:00-9:15
Teamwork – teams of 5-6 people each tackle
Revisions from Day One plus remaining element:
Brand Behavior
9:15-10:00
break 10:00-10:15
Share and Discuss Big Boards All 10:15:10:30
Symbols of Re-Evaluation and Story-telling Pete 10:30-10:45
Road Test All 10:45-11:30
Share ideas / Decide on best ideas / Owners All 11:30-12:00
Conclude Pete 12:00-12:10

5. How Do We Behave?
•Who or what do we stand up for and how? What’s our
commitment, our energy level, our desire? How do we
show people that we care about our beliefs?

•Analogs: Apple imagined themselves as “audacious
mavericks”. At Schwab we stood up for investors,
challenging compromise at every turn. Virgin stands
up for the ‘ordinary’ consumer being ripped off by the
fat cats.
141

154
How can we bring our
Big Board to Life?
If we are going to show the outside world that
we stand by what we say, what would we do:

1. Every day?

2. What would we do differently from now?

3. How would we show our target audience that
we have what they seek?

4. How would we demonstrate our core belief?

5. How would we show that we are fighting the
monster?

6. How will we make the world sit up and take
notice of Seaside again?

Seaside workshop deck

Recommended

Recommended

More Related Content

Similar to Seaside workshop deck

Similar to Seaside workshop deck (20)

Recently uploaded

Recently uploaded (20)

Seaside workshop deck