Make sure you have a tight target:
Print Great advertising should create a bond with consumers who connect with the soul of the brand. Never give them a blank slate or blank canvas and ask them to come up with an ad. But never give them a solution. A creative brief creates the box to play in. Many think the only intended audience of the creative brief is the creative team at your agency.
Write it for yourself to keep you focused on your strategy, write it for your boss that might not be in the room when the creative work is presented, write it for other agencies to align with the main creative work and write it for the next brand leader on your desk to keep them focused on the strategy you have created.
Some think that a creative brief takes everything you know about your brand and only puts down those pieces of information relevant to the strategic choice you have made. It should force you to make choices in what you put in the brief. Who is the consumer target you are selling to?
Who is the most motivated to buy what you do? What are we are selling? What is your main benefit? Why should they believe us? What is the Big Idea for the brand? What do we want the brand communications to do for the brand? Strategic Choices What do want people to think, feel or do?
Desired Response To read more about how to write a Brand Communications strategy, follow this hyperlink: How to write a Brand Communication Strategy Transforming your Advertising Strategy homework into a Creative Brief As we move from the homework you have done above into the briefing stage, here are 12 headlines you can use to help frame your creative brief: Consumer Insights What does our consumer think now?
Desired Response What should we tell them? A well written creative brief takes everything you know about the brand and strategically desire, and distills it down to 1 page.
The first area is at the top of the brief with the advertising objective. Your agency will come back with one ad that does penetration and one for frequency and this gives up control of the strategy to the agency and even to you who now picks the best creative work, not the best strategy.For the brands with a music festival’s certificate of approval, here are some ideas to win over Millennial festivalgoer’s hearts.
Stay “in the know” According to research, approximately 74 percent of music streamers lean toward brands that engage them through . For those looking for a basic creative brief format, the best I like includes something that outlines a) the long-term consistent brand essence and strategy b) consumer knowledge including target definition and insights and c) the core of the brief, outlining the problem to solve, focusing on stimulus and response.
Unlike this post, most clickbait articles are surprisingly brief, often just two or three hundred words or less, and very reliant on images and video. Creative and marketing folk would do well to tune in. LEGO is of course one of the most beloved brands on the planet.
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The existing copy on the site, while great for SEO, was long winded and littered with technical terms, making it very hard for users to digest. Stumptown, Portland’s beloved coffee maker recently sold a stake in the business to a private equity company- TSG and this move, as predicted attracted a lot of negative press..
It’s kind of like an early 90s indy band selling out to the major label. May 31, · A, P. Emotional and rational product appeals in televised food advertisements for children: analysis of commercials shown on US broadcast networks.