Saturday, January 27, 2007

creative briefs

This brief thing is getting better. This last brief wasn't as laboring as the my 1st. I am really getting this.

Russell Davies has created a wiki - that will eventually have templates for briefs. It is and will be nice to have different templates to work with for creative briefs and lots of other stuff, but I will have to remember don't just feel out the form. Think. Look past the obvious and create something different.

Any brief should answer these basic questions?

Decide the real reason why you are advertising the product/service.
What does it solve a problem for the consumer?
Think about what we really need to tell the consumer.
Think about how the product/service will benefit the consumer emotional.

This is the basic gist of any brief.
Just remember keep it short and sweet.
If anyone thinks that I should add anymore to this. email me and let me know.

Tuesday, January 23, 2007

reverse brief

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".

Monday, January 22, 2007

what else should i read?

To the right I have a list of books I've read on account planning.
I'm just curious if any other planners out there can recommend any other books, I should read to further my knowledge about branding, planning, strategy or anything else that would be good to know about.