I've wrote my 1st reverse brief, which was challenging.
I realized during this process that people use too many words to say too little most of the time. Rantings and ramblings don't belong in a brief, they are not necessary to get a point across.
As I looked at my many revisions, I started out with 2-4 sentences for each category. "Oh no! How is this going to be brief. I need to say all of this so I can be understood," I thought. But after a great deal of thought and work. I look at the final version. WOW, I was able to capture the essence of the brand with only a few words. Did I really do it?
If we could always be this efficient in describing things perhaps, there would be a smaller degree of misunderstandings in general. (We could only hope). To quote my mentor, she said, " Try making every 'bucket' four words or less," it helped me see a little truly can go along ways, especially in a creative brief.
I'm ready to do it again. It was "fun".
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2 comments:
"reverse brief,"
Is this the same as "backing strategy into creative?" For example, creative was done first and then a complete brief written to go with it.
"Reverse brief,"–is that the same as backing strategy into the creative. For example, creative was done first and the strategy was written afterwards?
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