Credit from book Beloved Brands
Before writing a creative brief, make sure you have done your homework on developing a winning brand communications strategy that combines the work of your brand positioning, brand idea, and the brand plan. The briefing stage plays a crucial role as the bridge between your smart strategy and your brilliant execution.
I believe brand leaders should control the strategy, yet give more freedom on execution. Too many marketers have this backward. They give up too much freedom on strategy then try to control the creative outcome of the execution. Make the tough decisions to narrow the brief down to:
One strategic objective
One tightly defined consumer target
One desired consumer response
One main message
Two reasons to believe.
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