Design Thinking is a creative approach to problem solving. Therefore I feel that there are more reasons why this approach / attitude should be utilized for solving marketing and communications problems. In this short presentation, I introduce a framework of adopting design thinking for Comms Planning.

1. DESIGN Thinking for Comms Planning

2. The most important role of Comms Planning is to help Brands stand out from the Clutter…

3. And the importance of Design Thinking in achieving this, can never be ignored!

4. But what’s Design, and its Thinking all about?

5. Design is NOT just Graphic ART

6. Design is NOT just a LOGO

7. Design is NOT just a PACKAGE

8. Design is the SOUL of human creation

9. Designing is an attitude
It shifts perspectives towards an EXPERIENCE ,
with the sole aim of changing LIFE and influencing BEHAVIOUR
This attitude is popularly known as
“DESIGN THINKING”

10. Design Thinking looks at every problem as FRESH & UNIQUE

11. Design Thinking creates a System, not just an Interface

12. Design Thinking uses some kind of Technology to drive Behavior

13. Design Thinking always creates some kind of Competitive Advantage

14. Design Thinking is a PROCESS…
It applies CREATIVITY to find SOLUTIONS that address a specific set of NEEDS / WANTS within a certain CONTEXT, in order to meet some OBJECTIVES.
Design
SOLUTION
Human
Needs / Wants
Context
Enablers / Barriers
Creativity
Expressions / Aesthetics

15. A process that also forms the basis of Communications Planning…
…which also applies CREATIVITY to find a core THOUGHT / IDEA that addresses specific Needs/Wants
within a certain CONTEXT
Communication
THOUGHT / IDEA
Human
Needs / Wants
Context
Enablers / Barriers
Creativity
Expressions / Aesthetics

16. This idea creates unique Experiences, which connects & engages customers to brands

17. Like a Design, each core COMMS IDEA is
FLEXIBLE for any Comms channel

18. Thus, Design Thinking is a great framework to derive the DNA of Comms. Plans

19. Elements of Design Thinking driven Comms Planning
CONTEXTSURFACE

20. CONTEXT
sets the scene thru a process of EMPATHIZING with customers and marketers, to audit the market situation

21. 1.
STRATEGY
STRATEGY
Involves DEFINING our position, our goals, and ways to achieve them.

22. 1.
STRATEGY
2.
SCOPE
SCOPE
Transforms strategy into needs.; IDEATING on components of our solutions.

23. 1.
STRATEGY
2.
SCOPE
3. STRUCTURE
STRUCTURE
Creates some kind of PROTOTYPE to see how elements fit together and behave?

24. 4.
SKELETON
1.
STRATEGY
2.
SCOPE
3. STRUCTURE
SKELETON
TESTs Prototype to see which components can and will drive engagement?

25. 4.
SKELETON
UXD
(USER EXP. DESIGN)
5.
SURFACE
1.
STRATEGY
2.
SCOPE
3. STRUCTURE
SURFACE
The UXD that aligns visual elements and interactions creating unique user experiences.

26. A design thinking based model for Comms Planning
#0
Background Analysis - thru mkt. audit and research
#2
How can we achieve our objectives?
What are the barriers?
#1
Where are we?
Where Do we wish to be?
#3
Are our tools useful?
Do they fit into the overall scope?
#4
Which tools will drive maximum impact for us?
#5
How our final plans would look like?
How would they help Interact with target?
Introducing CS-5…
© all rights for Graphic Design reserved with author
4.
SKELETON
5.
SURFACE
1.
STRATEGY
2.
SCOPE
3. STRUCTURE
UXD
(USER EXP. DESIGN)
©

27. In Conclusion
CS-5 model - for designing Sustainable Customer Experiences
Leverage DESIGN THINKING in every aspect of Comms Planning - be it strategy, creative, applications or implementation

28. DISCLAIMER: This document has been developed for academic interests only, and carry the Creative Commons License. The images and design-concepts used in this document carry the intellectual copyrights of the respective owners. All rights for the Graphic Design on Slide #25 is reserved with the author.
If you wish to utilize the benefits of design thinking approach to bring in vitality and vigor to your brand communications,
Contact:
Shantanu Sengupta
Brand Strategist | Marcom Specialist | Design Thinker
Email: shanfourquarters@gmail.com skype: shansenta