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Offering Strategic Collaborators the Methods to Band Together

The Stories We Live By

Shakespeare was right when he wrote, “All the world's a stage.” People play many parts in the stories of their lives. Entries in this section explore those stories. What’s driving people? What roles do people want to assume (or avoid)? What experiences are they seeking? How does “the scene” they find themselves in affect their story?

Brands Enabling Stories

It has been long said that brands that help people help business. Being a marketer means outfitting the stories of peoples’ lives with brands and marketing. We’re tool makers and symbol designers. These entries will highlight examples of how marketers have enabled the stories of people’s lives in a way that helps business.

Questions Collaborators Answer

Great collaborators know that nothing is particularly hard if you break it into small tasks. Most often, those tasks come up as a strategic or procedural question. Entries in this section will feature the questions that collaborators must answer, and the best practice tools and techniques that we use to help them answer those questions.

Listen to the Podcast

New “On Creative Collaboration with Scott Lukas” – Fredrik Carlström, marketing consultant, creative director and film producer.

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Kyle Acquistapace Partner, Director of Media & Data Strategy at Deutsch

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New podcast: Richard Schatzberger, Co-Founder & Chief Technology Experience Officer @ CO:

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“On Creative Collaboration” podcast with Chris Yeh, Internet entrepreneur

Insight

Love this definition of insight from Wendy Gordon

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New podcast. Suzanne Powers, Global Strategy Director of Crispin Porter is my guest. “On Creative Collaboration with Scott Lukas.”

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Podcast: Mark Sherwood, Director of Integrated Planning at Saatchi & Saatchi NY

Listen to the Podcast

Our new podcast. Guest: Mark Wnek, creative entrepreneur and ex-Chairman/CCO of Lowe New York

Liam Nesson Life is short

Can I change my brand’s personality? Hilarious Liam Neeson scene from “Life Is Short”

technique

How do I get my people to know what to do without telling them? Add technique.

Louis CK

How to get better insights? Louis CK on George Carlin and how to go deeper.

Full metal

Why should I budget 20% of my workshop for improvisation? The 25 greatest unscripted scenes.

The color of

Do people recognize culture? Evidence: The color of thoughts from “The Color Of.”

PR copy

Ad Age’s headline “Cannes Ad Agency Wins Top PR Prize at Cannes” is all wrong. We’re all in PR.

CASH

What are the different ways to manage a brand story for growth?

agency of the future

“Agency of the Future” vision docs from Chiat/Day, circa early 90s

Learning Types Sponge

What are my team’s different learning personas?

Squirrel attack

What if I attacked my opponent on their strengths?

planning docs

From the archives: How to plan advertising UK style? Old BBH, BMP and other docs.

Media criteria

How can we filter ideas from a media POV? A criteria list based on what both marketers and people care about.

Letters to the editor

How do we create a local movement? – A “one-letter-that-looks-like-lots-of-letters-to-lots-of-editors” campaign

apple ads

From the archives: How to do ads for Apple. Old Chiat/Day document.

Mac

Would a branded system benefit my company?

RSA Animate

Why should we get stimulus and response right? RSA Animate and Steven Pinker. Fantastic.

How to plan advertising old school

How to plan advertising (old school edition). Attendee list and speaking notes from the 1992 Account Planning Conference

Rat Fight

What are different ways of looking at competitive sets?

periodic visualizations

How should we visualize our ideas? Use this periodic table of visualizations.

Fake

How important is it that we feel it works?

Immersion

Why do we tell stories? Because we want to be immersed.

Bikers and alter boys

Is there a better way to think about the people on briefs than “targets?”

Creative Process Pie

Is there a better way to direct creative craftspeople than giving them “the proposition?”

fO18z

“How to werk. Tips from expert collaborators.” Free Dosage download.

creativity types

What’s the right mix of creativity types?

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What role should my brand/company play in the stories of people’s lives?

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How can we look at competitors differently?

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Should marketers follow what’s working for someone else?

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