Introduction
Welcome
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Designing for cultural strategy
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1. Strategic Proposition
Four truths: Category, company, consumer, and culture
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Category
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Company
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Consumer
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Culture
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Tension
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Getting to a proposition
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2. Getting to a Creative Idea
Culturally model the territory: People, platforms, and publishers
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3. Building a Communications Plan
Building an integrated comms plan: Storytelling, storybuilding, and actions
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The brief
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4. Seeding the Idea in Culture
Testing the creative idea within culture
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5. Build Your Ecosystem: Define the Role Each Channel Plays
Comms ecosystem
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