Wacom: make ideas into great stories

Penny Arcade

Questionable Content

The Oatmeal

A story for Wacom:
How Dynamo made Wacom #1 by Christmas

Chapters in this story

• Enquiry (data/insights)
• Finding our way (strategy/platform)
• Adventure 1: how it played out on X
• Adventure 2: how it played out on Y
• Adventure 3: how it played out on Z
• Budget: how we paid for the adventure

Enquiry

What are Wacom's threats?

• CONSUMER Mass market need to try before they're convinced, and other brands (like Moleskine) is nicking the emotional ground
• CREATIVE Pressure from Apple Mass market thinking it's 'not for them'

What are Wacom's opportunities?

• CONSUMER It's the way the world is going - once you give it a go, you're convinced. Pen has emotional resonance - part of your thinking process. Wacom has the brand heritage
• CREATIVE: Credibility - it's currently the most credible choice for a pro
• People that love them already are good ambassadors - they talk, they share (COMMUNITY)
• Everyone loves what the products create
• And we're ALL content creators now

Who loves Wacom?

• What do we know about them?
• What drives them?
• What do they create?
• What would make them love Wacom more? (and buy more)
• Check out their social channels/community
• Check out audiences stated in the brief

Who else SHOULD love Wacom?

• Zero-sum game
• Can we nick sales from someone/somewhere else?
• Where are the people on a slightly lower 'rung' that could be inspired to push up? (be more aspirational)
• Check out audiences stated in the brief
• What other communities could we win over? (see online/social chat)

So what's the problem?

People don't care about hardware. Only what's produced by it. (not 'state of the ART', 'START of the art')

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