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How A Creative Brief Focuses And Inspires Execution

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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