Our marketing template includes a ready-to-use formatted blank slide with key marketing definitions where you can insert your own creative brief, media brief, and mini brief for specific projects.
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Our template includes a creative brief, mini creative brief, and media brief. Our file includes ready-to-use formatted blank slides with key marketing definitions where you can insert your own creative brief. And, we use our Gray’s Cookies example to show you examples to follow.
The brief is a crucial way for brand leaders to control the strategy, but give freedom on execution to the experts who execute. Too many marketers have this backward, preferring to give freedom on strategy with various possible strategic options layered within the creative brief. They attempt to try to control the creative outcome by writing a long list of tangled mandatories.
To illustrate, click on either diagram to see our Creative Brief template.
To illustrate, click on either diagram to see our mini Creative Brief template.
Start with the size of your business and the related gross margins available to spend. Look at the past media ROI and creative advertising results as a projection for success. Identify the brand or business impact from previous campaigns, and match up to potential strategy you are looking at this time.
Story-led and product-led need significant budgets, to reach a large audience. Experience-led brands are a slower build and rely on word of mouth. Price-led brands needs efficient media choices to quickly trigger the transaction.
Where does your brand sit on the brand love curve? Where you sit impacts the communication focus getting consumers to see, think, buy, feel or influence. You should filter based on the degree of competitive threats you face in the market. The higher the competitive battle, the higher the advertising spend.
Understand how your consumer moves from awareness, consideration, search, buy, satisfy, repeat, loyal and to becoming a brand fan. Match up to the communication focus of the strategy to the stage where you can have the greatest impact, related to your overall brand strategy in the brand plan.
Who is your target? What part of the consumer’s life are they most willing to watch, listen, learn, engage, decide and act? How can you align with their day-in-the-life or moments during the week or year. Special life-changing moments. Are there adjacent or related products/services linked to your brand?
Your brand idea should drive the creative idea, which then drives your priority for gaining attention, brand link, communication or stickiness. Stay open on media during the creative development process to ensure your creative can fit with the best media choices.
To illustrate, click on either diagram to see our Media Brief template.