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Learning Cultural Strategy for Design

Video Introducing this tutorial


Introduction
Welcome
Designing for cultural strategy

1. Strategic Proposition
Four truths: Category, company, consumer, and culture
Category
Company
Consumer
Culture
Tension
Getting to a proposition

2. Getting to a Creative Idea
Culturally model the territory: People, platforms, and publishers

3. Building a Communications Plan
Building an integrated comms plan: Storytelling, storybuilding, and actions
The brief

4. Seeding the Idea in Culture
Testing the creative idea within culture

5. Build Your Ecosystem: Define the Role Each Channel Plays
Comms ecosystem

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