Slide 1

Slide 1 text

Revolve 2016 @ Sterling Hall Charleston, SC @douglasQdavis #CSBD

Slide 2

Slide 2 text

From Insights To Executions @douglasQdavis #CSBD

Slide 3

Slide 3 text

@CSBDbook You already have the creativity, 
 now it’s time to gain the
 business insight.


Slide 4

Slide 4 text

No content

Slide 5

Slide 5 text

#CSBD #ThinkHowTheyThink A Fighting
 Chance
 Shooting Yourself
 in the Foot A Botched
 Job
 Doomed
 from the beginning SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON

Slide 6

Slide 6 text

#CSBD #ThinkHowTheyThink Shooting Yourself
 in the Foot A Botched
 Job
 X X SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON

Slide 7

Slide 7 text

#CSBD #ThinkHowTheyThink Doomed from the beginning X SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON

Slide 8

Slide 8 text

#CSBD #ThinkHowTheyThink A Fighting Chance
 SOURCE: STRATEGY IS EXECUTION: WHAT YOU DO IS WHAT YOU GET BY FRED NICKOLS ILLUSTRATION BY WENDY MACNAUGHTON

Slide 9

Slide 9 text

@douglasQdavis “We are here to inject art into commerce.” @douglasQdavis - Tibor Kalman

Slide 10

Slide 10 text

STRATEGY & EXECUTION #CSBD #ThinkHowTheyThink

Slide 11

Slide 11 text


 Business is annexing design, as it previously
 integrated marketing. Observation #1:

Slide 12

Slide 12 text

No content

Slide 13

Slide 13 text

Building a Design Driven Culture: “The difference with design-driven
 companies is that they seek to go 
 far beyond understanding what 
 customers want to truly uncovering 
 why they want it.” - Mckinsey & Co

Slide 14

Slide 14 text

No content

Slide 15

Slide 15 text

Another Day, Another IBM Digital Acquisition “More businesses see creative design
 as a key digital differentiator.” - Fortune

Slide 16

Slide 16 text

No content

Slide 17

Slide 17 text

The New Red Bulls: Why Every Big Brand Is Launching A Media Company “Large brands like GE and IBM
 are publishing more content
 per week now than TIME magazine
 did in its heyday.” - The Content Strategist

Slide 18

Slide 18 text

Clients expect everyone involved with their Brand to be strategic @douglasQdavis #CSBD Observation #2:

Slide 19

Slide 19 text

@douglasQdavis #CSBD “If a concept merits innovation,
 disruption, or change, you can 
 and should be prepared to lead the
 discussion about why and how
 it would be feasible.” - Dr. Marjorie Kalter

Slide 20

Slide 20 text

Design school doesn’t teach business strategy @douglasQdavis #CSBD Observation #3A:

Slide 21

Slide 21 text

Business school doesn’t teach how to inspire designers @douglasQdavis #CSBD Observation #3B:

Slide 22

Slide 22 text

#CSBD #ThinkHowTheyThink STRATEGY & EXECUTION

Slide 23

Slide 23 text

#CSBD #ThinkHowTheyThink

Slide 24

Slide 24 text

@douglasQdavis #CSBD Organize the Chaos

Slide 25

Slide 25 text

Target Define targets in demographics, psychographics & or behavioral attributes. The Facts Decide whether the scope is the brand, 
 a particular product 
 or service. M: What should the target take away from your communications. Message or Objective O: A verb. Convert, Drive, Engage, Build, Grow, Increase, Decrease etc, 
 by % among 
 X target. Feature/Benefit A Feature is a tangible attribute 
 that defines the product. A benefit to the consumer originates from that tangible attribute.

Slide 26

Slide 26 text

Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 2 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Brand Perception information Positive information on the brand Negative information on the brand Information from the brand website Information from blogs about brand Customer service information Product line information on the brand Parent company information Brand partnerships or associations Sponsorship information on the brand Pricing information on the brand Version information on the product Sales information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take
 away from the communications M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Convert % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % O: Grow by % Brand/Product/or Service Feature/Benefit Target Message or Objective Target 6 defined in a short fragment with any demo, etc. STEP 1: QUANTITY

Slide 27

Slide 27 text

Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Positive information on the brand Negative information on the brand Information from blogs about brand Customer service information Product line information on the brand Parent company information Sponsorship information on the brand Pricing information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % Brand/Product/or Service Feature/Benefit Target Message or Objective STEP 2: QUALITY

Slide 28

Slide 28 text

Target 1 defined in a short fragment with any demo, psycho, & behavioral data Target 3 defined in a short fragment with any demo, psycho, & behavioral data Target 4 defined in a short fragment with any demo, psycho, & behavioral data Target 5 defined in a short fragment with any demo, etc. Historical information on the brand Positive information on the brand Negative information on the brand Information from blogs about brand Customer service information Product line information on the brand Parent company information Sponsorship information on the brand Pricing information on the brand Event information on the brand Any & All information on the brand 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit 1 Feature/enables this 1 Benefit M: What target X should take 
 away from the communications M: What target X should take away from the communications M: What target X should take away from the communications O: What the client wants to achieve O: Increase traffic by % O: Increase app downloads by % O: Engage among target 3 by % O: Decrease by % O: Build by % O: Acquire by % O: Retain by % Brand/Product/or Service Feature/Benefit Target Message or Objective STEP 3: PULL OUT THREADS

Slide 29

Slide 29 text

STRATEGIC THREADS Target Brand Info Feature / Benefit Message or Objective Target Product Info Feature / Benefit Message or Objective

Slide 30

Slide 30 text

@douglasQdavis #CSBD Question the Answers

Slide 31

Slide 31 text

Question the Answers

Slide 32

Slide 32 text

#CSBD #ThinkHowTheyThink “It’s been said that a picture 
 is worth a thousand words. 
 In the hands of the right designer,
 a word is worth a thousand pictures.” —TONY DI SPIGNA

Slide 33

Slide 33 text

@douglasQdavis #CSBD Turn Insights into Executions

Slide 34

Slide 34 text

Information collected + 
 data interpreted =
 insights that inspire concepts
 that inspire executions.

Slide 35

Slide 35 text

“No matter where or why you travel, there’s always something wonderfully new to be found.” Insight SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy

Slide 36

Slide 36 text

“No matter where or why you travel, there’s always something wonderfully new to be found.” Destination Occasion Differentiation Discovery & 
 Exploration a c b d DISSECTING THE ELEMENTS OF OUR CONTENT FORMULA SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy

Slide 37

Slide 37 text

Understanding the 4 pillars of our content strategy Encourages exploration 
 both off- and online. We want to connect with those, who love to discover, who take pride in knowing something others don’t. Taps into our target audience’s love of sharing their latest discoveries with their friends and family. The hidden gem What’s that “something”? What’s that special thing about our experiences? Taps into our target audience’s interest in being “in the know” about the emerging, the new, the latest and greatest. Why you are traveling (weddings, meetings, events, etc.) The unique aspects of each hotel and city Destination Occasion Differentiation Discovery Informational & Utility-driven Engagement & Sharing a c d b Type of interaction SOURCE: JUDY ABEL, Owner/Principal 32 Degrees North & Vice President of Strategy, Method Savvy

Slide 38

Slide 38 text

No content

Slide 39

Slide 39 text

I enjoy being one of the variety
 of voices needed both in front
 of and behind the strategy, concept or execution. If you like what you’ve seen thinkhowtheythink.com @douglasQdavis #CSBD

Slide 40

Slide 40 text

@douglasQdavis #CSBD From Insights to Executions