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Coup D’osage

A brief introduction to a program that takes you down to build you up

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Hello. Dosage is a consultancy that resets the narrative frames of categories and brands, and then outfits those stories to grow businesses. Despite our passion to put each of our clients out of business (more on that soon), Dosage is known as a global thought-leader in collaborative worksessions.

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“Dosage is armed with good humor and wit, true subject matter expertise, and great examples to make the theoretical concrete.  Our sessions with Scott consistently get high marks.  Participants not only feel very energized and better equipped, they delight in the fact the session, while intensive, was fun.”Marcie Anthone  Director of Capabilities Development, The Coca-Cola Company

“A session that Dosage leads is not just more interesting planning theory, but brilliantly organized commonsense that is able to be put to work immediately at all levels of client engagement.”Tony Wright, Chairman, Lowe and Partners

“Engaging Dosage to help inject innovation and strategic creativity into our business was extremely rewarding. Not only did our key employees feel that they were more empowered by the new skills, it immediately lead to tangible new business success in multiple markets across Asia.”Mathew Godfrey, CEO Asia, Y&R

"Dosage uses a unique and highly effective approach to ideation to uncover hidden gems of insight. Dosage was amazingly adept at getting teams to think about the brand in new and different ways and to ask themselves important questions. Dosage helped unlock the creative thinking power of the team and helped them to collaboratively build upon ideas and then roll the ideas up to critical themes. I would definitely use Dosage again for brand strategy development work. Their process enabled us to succeed in developing an effective brand strategy, and simultaneously gain internal buy-in for the strategy.”Deb Hitchcock, Director, Brand Management Aetna

"I worked together with Dosage and Scott in close partnership whilst CSO at Lowe Worldwide. Scott was fundamentally involved in redefining how we went to market, helping us build what many believed to be a market best strategic tool kit. What makes Scott standout from others I have collaborated with is not only his thought leadership and extensive IP but perhaps more importantly his ability to embed strategic thinking practically in cultures as diverse as North America and Vietnam. I would highly recommend Scott."                             Chris Chard,  Chief Strategy Officer Lowe and Partners Worldwide

“Scott is an excellent strategic planner and can work with the toughest of clients and on the most complicated brand situations. We hired him while I was at Publicis Worldwide to act as strategy lead on a very thorny account, Citibank. Not only did he gain the respect of fellow planners, but he made a lot of traction with the creative directors as well. I highly recommend Scott!”Abigail Posner, Head of Strategic Planning, Agency Development, Google

“Scott is a talented strategic thinker who has a particular ability for creative ways of working and providing practical training and tools for teams. He's also a mensch and a general pleasure to work with.”Richard Fine, Founder, Help Remedies

“Dosage helped us see the wood for the tree's. He is very good at thinking through all the angles and then recommending a path that is easy to understand and follow. He is a pleasure to work with. He has high energy and commitment with a real passion for what he does.”                                                                                                                                 Emma Gilding, VP Brand Research, Gannett

Client Praise

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Previous Clients

WorldwideBangkok

Hong Kong

Barton F. Graf 9000

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On Brands Such As...

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Our pitch. You hire us to come up with ideas to take your company down. We identify weaknesses and opportunities before competitors do. Our team delivers product ideas, brand strategies, marketing innovations and communications approaches that you wouldn't want in the wrong hands. But in yours, you've got your next growth strategy (or two or three).

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Why you should consider this. Shakespeare was right when he wrote, “All the world’s a stage.” People play many parts in the stories of their lives. They live through those stories. Customers use your brand to participate in the stories of their lives. Marketing today is about outfitting stories with brand and branded experiences.

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Your customers don’t stand still. They grow. They falter. They become victims or beneficiaries of circumstances. They reach crossroads. The trends we read about move them into new narratives. People and their stories constantly evolve. It’s constant.

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Yet, you don’t move as fast as they do. Inertia is your worst enemy. You don’t see your customers and all their evolving stories. You don’t see all the new ways your brand could be used by customers.

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Your competitors, however, spend all their time thinking about that. They don’t have your inertia. They aren’t spending all their time running your business. They are looking for where you are weak, what money you are leaving on the table and how they could change the story and outfit your customers with their brands.

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You need to do to yourself what your competitors want

to do to you before they do it.

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That’s how you get to the growth

opportunities first.

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The Full Coup D’osage overview

We start by getting to know our enemy. We’ll interview key members of your organization, customers who won’t consider you or have rejected you and other external experts as we see fit. We’ll look over your business, offering and how you go-to-market.

Output:

An understanding of possible achilles heels from a business, brand, media and technological point- of-view.

1. Planning 2. We Attack You 3. You Attack You 4. We determine the best ways to take you down

5. You and us determine the best ways to take you down

6. Implementation planning

We present our recommendations as part of a collaborative worksession.

We’ll take you through our logic in a way that includes your participation. Think of this stage as a presentation/workshop hybrid.

Output:

One growth strategy on which to commit for the next marketing period.

First, we design and field an internal workshop with our creative attackers. The session will feature our key team, any particularly skillful up-risers from your team and external experts as we see fit.

Then, those same people will continue to work to take you down individually.

Finally, we reconvene to identify the most fruitful areas of ideation.

Outputs:

A number of achilles heels that should be further exploited during the next stage.

A number of growth idea possibilities.

Behind closed doors, most employees have strong ideas about what a company is failing to see. We validate this practice and make it productive.

We design and field a workshop with your key team and selected expert customers. This workshop features our proprietary thinking tools, which ensures that discussions will be creative, rigorous and efficient.

Output: A number of different insights to be applied as part of the idea vetting in the next stage.

A number of growth idea possibilities.

We take our work from stage two and your work from stage three and explore the viability of each growth strategy and idea.

Not all ideas are equal. We assign a value to each idea by calculating potential upside and balancing that value versus costs and risks.

Output:

A presentation that expresses each of the different growth recommendations and the logic underpinning each.

During this stage we prepare materials and collaborate with you to brief and guide go-to-market partners.

Output:

A high-level implementation plan in the form of a presentation.

On-going consultation and collaboration with go-to-market partners.

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Two lighter programs tooA program for every schedule and budget

Uprising CoupStages 1, 3, 5

Timing: 3-4 weeks

Output: Written debrief and presentation outlining growth strategies and rationale from analysis, interviews, one workshop and other collaborations.

Stages 1, 2, 3, 5

Timing: 6-8 weeks

Output: Uprising program + Dosage innovation time, participation of an extended team and internal workshop.

RevoltStages 1, 2, 3, 4, 5, 6

Timing: 10-12 weeks

Output: Revolt program + business “sizing” of the growth strategies and time for implementation planning and management.

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Areas of Attack. As you’ve come to know by now, we believe that people live through stories. “GPERS” is a helpful way of being conscious of the core elements of a story, from the customer’s point of view. GPERS is an acronym for Goals, Props, Experiences, Roles and Scene. These are our areas of attack.

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1. PlanningG P E R SGoals are motivations, desires, needs and ambitions.

They are a person’s purposes and driving forces.

We look here for motives you aren’t tapping, dissatisfactions you aren’t fixing and dreams unfulfilled.

Props are the tools that people use to reach his goals, assume and show off his roles, have the experiences that he wants or take advantage of a particular setting.

These can be products, services, channels, brands, technologies, platforms and even other people.

We look here for product ideas you aren’t using, brand positionings untapped, new technologies not leveraged and new uses of media unused.

Experiences are the happenings of our lives.

They are the states that people enter into to feel emotions, sensory experiences or just the next step to go where we want to go.  Sometimes they are experiences we want to avoid.

Experiences are what engage people.

Here we look for the experiences you aren’t delivering, experiences you haven’t removed or new experiences uncreated.

Roles are the identities that people assume or would like to assume (or even avoid).

This can be a reflective (self-image), social (identity the customer wants to show or be around others) or cultural (a person’s sense of identity relative to current themes and events).

Here we look for the roles you haven’t let your customers assume, identity tensions you haven’t relieved and new lives un-communicated.

Scene is used to describe the surroundings of a happening.

This includes real world places like retail and digital ones like “on twitter.” Scenes also covers times and places like shopping, decision-making and transacting.

Here we look for contexts unthought of, moments untapped and lazy thinking about shopping, decision-making and transacting.

Goals, Props, Experiences, Roles, Scenes

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Goals Props Experiences Roles Scenes• Desires

• Needs

• Motives

• Drivers

• Dissatisfactions

• Benefits delivered

• Tools with functions

• Objects

• Services

• Other people

• Technologies

• Currency/basis of

transaction

• Value/attitude fit

• Places/territories

• Symbols/signifiers

• Attributes/features

• Legends/traditions

• Learning

• Emotions

• Feelings

• Cultural activities

• Moments

• Interactions

• Exchanges

• Samplings

• Personal

• Private

• Social

• Cultural

• Externalities

• Transitions

• Identities

• Role models

• Public lives

• Private lives

• Secret lives

• Identity tensions

• Private moments

• Internal dialogues

• Social contexts

• Cultural backdrops

• Shopping

• Decision-making

• Transacting

• Rituals

• Territories

A list of sub-areas of attack

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Positioned the RAV4 within its unique context in the Gulf States of USA.

Helped BBDO re-position Bank of America and helped activate the new idea by generating new products and employee behavior.

Designed a global communications plan for GE with BBDO.

Designed and led marketing innovation workshop for Shaklee and its agency CO:COLLECTIVE.

Trained Y&R’s Asia strategic leaders in innovation and trans-media planning techniques in Singapore.

Led a C-level marketing innovation workshop for CITI. Collaborated with CITI, Publicis and other CITI partners Razorfish, MEC and MS&L.

Led brand story workshop for CO:COLLECTIVE and its client Spike. Collaborated with CO:, Campfire, Starling and Vice magazine.

Collaborated with Headmint on Volkswagen marketing innovation.

Collaborated with Headmint to generate a strategy to increase Coca-Cola consumption at dinnertime in Russia, the Middle East and Africa.

Trained innovation company Redscout on consumer-based methods to generating new product/brand ideas.

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Your Contact: Scott LukasFounder, Project and Brand Story LeadScott@DosageConsulting.com +1.646.380.4677 DosageConsulting.com

Scott has worked with CITI, GE, The NBA, The Washington Post, Reebok, General Motors, Chase, Spike Television, Verizon FiOS, Cadbury, Toyota, Honda, Carrabba’s, Subway, Quiznos, Bank of America, Scott’s, Plantronics and numerous brands for The Coca-Cola Company and Procter & Gamble.

Scott co-developed an approach to marketing tasking, positioning and integrated marketing communications planning for global agency network Lowe and Partners, which is currently being used in over 40 offices worldwide. He also developed methods of communications planning and trend analysis for The Coca-Cola Company.

Scott has been a guest lecturer at Columbia University, a guest judge at VCU BrandCenter and a featured speaker at AAAA Account Planning Conference and at the "Polygamous Wedding” Channel Planning Conference. He is a multiple AMA EFFIE award winner and judge, as well as a judge for the Jay Chiat Creative Planning Awards and AAAA New Professionals Training and Competition (which he won in 1991). He has been published in the American Association of Advertising Agencies’ 2001 publication “The Value of Advertising” and in 2007 a college text about career paths in planning. Scott continues to publish via his blog and podcast "On Creative Collaboration."

Before Dosage, Scott worked at some of the most recognized agencies in the world for creative strategy and effectiveness: Chiat/Day, Fallon McElligott Berlin and Berlin Cameron + Partners.

Scott's a sports fanatic, an avid photographer, global urban wanderer, gadget guy, and reluctant golfer. A devoted New Yorker, Scott mentored a teenager from Harlem for 10 years as part of Big Brother/Big Sister. He also developed and led the “10048 Project” — a benefit effort that raised money for The New York Times 9/11 Neediest Cases Fund.

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Are you ready?

Thank you,