Design Strategy for Creative Professionals
Business Concepts Creatives Should Understand 2
A course by Douglas Davis , Strategist, Author, and Professor
About the video: Business Concepts Creatives Should Understand 2
Overview
“In the second part of this lesson, I will continue explaining the key vocabulary. Keep in mind that this vocabulary isn't rocket science. It's just a different language. Think of the new approach as a translation from marketing-speak (or the language of the suits) into strategic tools that will help you or your team produce more relevant creative work. ”
In this video lesson Douglas Davis addresses the topic: Business Concepts Creatives Should Understand 2, which is part of the Domestika online course: Design Strategy for Creative Professionals. Discover the Creative Strategy Framework, which explores the business side of design, and learn to develop creative solutions to marketing challenges .
Partial transcription of the video
“ Business Concepts Creatives Should Understand The next concept is the marketing allowable. The Marketing Allowable In simple terms, this is the amount of money each brand has determined that they could afford to spend on a new customer. If you think about timeshare sales and all the expensive, fun, free things that they give you to sit down and listen to that 90-minute presentation, there's no obligation to buy, of course, and yet it does cost a lot of money to have a jet ski for 30 minutes or to get a free dinner or some sunset cruise. The point though is that the marketing allowable and...”
This transcript is automatically generated, so it may contain mistakes.
Course summary for: Design Strategy for Creative Professionals
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Category
Marketing & Business -
Areas
Business, Design Management, Presentation Design
Douglas Davis
A course by Douglas Davis
Douglas Davis is an award-winning designer and strategist. As a child, he was always creative and dreamed of becoming a cartoonist thanks to his love of drawing. He later went on to study graphic design and photography at Hampton University as well as communication design at Pratt Institute. However, he credits his education to his first day on the job as a designer.
Since then, Douglas has worked for clients including HSBC, The Economist, Campbell’s, Ruby Tuesday, Deutsche Bank, Liberty Mutual, Dassault Falcon, Maserati, Scholastic, Aveeno, and Illy. He has also taught strategy and design at institutions like NYU, SVA, Pratt Institute, Maryland Institute College of Art, and the City University of New York. Douglas has published a book, Creative Strategy and the Business of Design, and worked on projects including Imported from Brooklyn, a story about finding the path to possible, which received over 15 million views and was nominated for two Emmy Awards.
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