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Our 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.Â
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.
When you write a big-wide creative brief with layers of options within the brief, the Agency just peels the brief apart and gives you strategic options.Â
For instance, if you put a big wide target market of 18-55 years-old, your agency will present one ad for 18-25 years-old, another one for 25-40 years-old and the third ad for 40-55 years-old. If you put two objectives into the brief, asking to drive trial and drive usage, you will get one ad idea for driving trial and one ad idea for usage.Â
This means you are picking your brand strategy based on which ad idea you like best. That is wrong. Pick your strategy first and use the creativity of execution to express that strategy.
Learn how to think strategically, define your brand positioning, write a marketing plan, make execution decisions, and analyze your brand. Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that almost 90% of online reviewers have given Beloved Brands a 5-star rating. As a result, Beloved Brands has been a #1 bestseller in brand management.Â
We believe that marketers learn best when they see marketing concepts applied to brands that look like their own. We have come up with specific case study examples for each type of marketing, whether you are focused on consumer, B2B, or healthcare brands. Click on the icon below to choose your marketing interest area.
