{"id":925,"date":"2015-11-09T12:13:58","date_gmt":"2015-11-09T12:13:58","guid":{"rendered":"https:\/\/steveraye.wordpress.com\/?p=925"},"modified":"2015-11-09T12:13:58","modified_gmt":"2015-11-09T12:13:58","slug":"creative-brief-tutorial","status":"publish","type":"post","link":"https:\/\/bevologyinc.com\/blog\/2015\/11\/09\/creative-brief-tutorial\/","title":{"rendered":"Creative Brief Tutorial"},"content":{"rendered":"<div class=\"article-body\" dir=\"ltr\">\n<p><a href=\"http:\/\/dev.bevologyinc.com\/blog\/wp-content\/uploads\/2015\/11\/if-you-dont.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-medium wp-image-927\" src=\"http:\/\/dev.bevologyinc.com\/blog\/wp-content\/uploads\/2015\/11\/if-you-dont.jpg?w=300\" alt=\"If you don't\" width=\"300\" height=\"170\" \/><\/a>Here\u2019s a great tool I\u2019ve been using since I first started in this business.\u00a0 It&#8217;s a discipline I&#8217;ve adhered to to make sure we keep all the pieces in the marketing mix aligned, on strategy, and focused on end user benefits and call to action.<\/p>\n<p class=\"left\" style=\"text-align:center;\"><span class=\"underline\"><strong>Creative Brief<\/strong><\/span><\/p>\n<p class=\"left\" style=\"text-align:left;\">\n<span class=\"underline\"><strong>Key Fact:<\/strong><\/span><\/p>\n<p>What one aspect of the product, competition, marketplace, economy or consumer behavior offers the greatest point of leverage for communication?<br \/>\n<em>\u2022 What is the big opportunity or biggest obstacle for the Brand?<\/em><br \/>\n<em>\u2022 What\u2019s going on today that you\u2019d like to change\u2026your business, retailer\u2019s business, customer behavior?<\/em><br \/>\n<em>\u2022 Can communication do something about it?<\/em><\/p>\n<p><span class=\"underline\"><strong>Primary Marketing Problem<\/strong><\/span><br \/>\nWhat may keep the prospect from buying, thinking, doing what you would like?<br \/>\n<em>\u2022 What is going on in their mind?<\/em><br \/>\n<em>\u2022 Does this statement explain the problem that might keep prospects from buying, doing, using, thinking what you wish they would?<\/em><br \/>\n<em>\u2022 Is it closely related to the key fact?<\/em><\/p>\n<p><span class=\"underline\"><strong>Communications Objective:<\/strong><\/span><\/p>\n<p>What will each communications discipline do specifically to overcome the consumer problem and what do you expect the prospect to do as a result?<br \/>\n\u2022 <em>Is the objective realistic?<\/em><br \/>\n<em>\u2022 Is this something communications can do alone?<\/em><br \/>\n<em>\u2022 What role do sales, manufacturing, distribution etc., have to bring in to support achievement of the objective?<\/em><\/p>\n<p><span class=\"underline\"><strong>Target Market:<\/strong><\/span><br \/>\nWho are our best prospects?<\/p>\n<p><em>Describe and precisely define them in terms of:<\/em><br \/>\n<em>\u2022 Demographics<\/em><br \/>\n<em>\u2022 Psychographics<\/em><br \/>\n<em>\u2022 Behavior<\/em><\/p>\n<p><span class=\"underline\"><strong>Primary Competition<\/strong><\/span><\/p>\n<p>More than a list of brands, a definition of the market segment that will be the source of business.<\/p>\n<ul>\n<li><em>What the prospect will be buying\/thinking\/doing if they don\u2019t buy you? (May not be a brand, could be habits, ignorance, attitudes, inertia)<\/em><\/li>\n<\/ul>\n<p><span class=\"underline\"><strong>Promise:<\/strong><\/span><br \/>\nNot what the product is, but what the end benefit of using the product is.<br \/>\n(What it does\/What the end user will get)<br \/>\nThe promise has two components<br \/>\n<strong>\u00a0\u00a0 Consumer Benefit Functional<\/strong><br \/>\nThe functional benefit is the tangible, functional, logical outcome of\u00a0\u00a0\u00a0\u00a0\u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 \u00a0 choosing and using the brand.<\/p>\n<p><strong>\u00a0\u00a0\u00a0 Consumer Benefit Emotional<br \/>\n<\/strong>\u00a0\u00a0\u00a0 The emotional benefit is the ability of a brand to make a user <strong><em>feel<\/em> <\/strong>something.<strong><br \/>\n<\/strong><\/p>\n<p><span class=\"underline\"><strong>Desired Action<\/strong><\/span><\/p>\n<p>What specific action do you want the target to take?<\/p>\n<p><em>Is it measurable?<\/em><\/p>\n<p><span class=\"underline\"><strong>Look and Feel<\/strong><\/span><\/p>\n<p>What personality will the communication have?<\/p>\n<p><em>Define the Brand via color palette, type face, tone and manner<\/em><\/p>\n<p><span class=\"underline\"><strong>Mandatories<\/strong><\/span><\/p>\n<p>What information <strong><em>must<\/em><\/strong> be included.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>Here\u2019s a great tool I\u2019ve been using since I first started in this business.\u00a0 It&#8217;s a discipline I&#8217;ve adhered to to make sure we keep all the pieces in the marketing mix aligned, on strategy, and focused on end user benefits and call to action. Creative Brief Key Fact: What one aspect of the product, [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[1],"tags":[],"class_list":["post-925","post","type-post","status-publish","format-standard","hentry","category-uncategorized","et-doesnt-have-format-content","et_post_format-et-post-format-standard"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p7k1BV-eV","jetpack_sharing_enabled":false,"_links":{"self":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/925"}],"collection":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/comments?post=925"}],"version-history":[{"count":0,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/posts\/925\/revisions"}],"wp:attachment":[{"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/media?parent=925"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/categories?post=925"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bevologyinc.com\/blog\/wp-json\/wp\/v2\/tags?post=925"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}