Creative Brief Example

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An idea collected from different sources in internet and hush-puppies website for creation of a creative brief which helps in product promotion and advertisement....

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This workshop walks through 4 step by step methodologies based on design thinking principles for how to bootstrap customer insights and begin a brand strategy. Each step is illustrated by a concrete example of a brand and UX refresh conducted at Startupbootcamp Istanbul for Benimcep, a secure online-marketplace for people to buy and sell smartphones at a discount and under warranty. Presented in the final month of the accelerator, it serves as a gut-check for entrepreneurs to see how well they understand their target customers and if they built a brand experience based on that understanding. Presented by: Megan Colgan is co-founder of The GO Project and a mentor and entrepreneur in residence at Startupbootcamp Istanbul 2014 helping with brand development, customer experience design and marketing strategy. (Find her @MegColgan) Workshop Philosophy: Empathy is the impetus of great design. Customer empathy—a fundamental understanding of a customer’s values, needs, perceptions and emotions—is at the core of designing a successful product, a successful user experience and it is at the core of designing a successful brand. Studies like the Stengel 50 and an analysis by co:collective on Storydoing, prove that brands that connect to and deliver human value are more successful in acquiring customers, creating advocates, earning customer loyalty, and performing financially. Such success is rooted in authentic customer connection which requires digging much deeper than aesthetics and tactics. It requires talking to and understanding customers through constant feedback and iterative testing.

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As clients have more customers, stakeholders and channels than ever, briefs are getting more confusing; lacking focus, strategy and asking for the "moon on a stick". As the agency, it's getting harder to know where to focus with our ideas and strategy, then sell it effectively. This presentation was originally delivered at Miami Ad School's New York campus as part of the "Industry Heroes" lecture series.

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The Dictionary of Brand: Sponsored by Google. Written by Marty Neumeier. Designed by Liquid. Before Google came on the scene, advertising was little more than one-way communication—companies talking “at” their customers instead of “with” their customers. But thanks to web communications, customers can now “talk back” to companies, turning brand-building into job one for all competitive businesses. Google recently established BrandLab, an innovative workshop-based program and collaborative center dedicated to helping brands get the most out of the web through education, inspiration, and hands-on practice. One of BrandLab’s first acts was to publish The Dictionary of Brand. Google asked Liquid to write and design this groundbreaking book—no easy task in a world where definitions are evolving daily. Sponsored by Google. Designed in Silicon Valley by Liquid. Liquid’s Director of Transformation, Marty Neumeier, has written several definitive books on brand strategy, including The Brand Gap, Zag, and The Designful Company. Now he’s written an exciting reference that is destined to join these titles on every brand-builder’s desk: The Dictionary of Brand. The new book—commissioned by Google—is a “relational” glossary containing 500 interconnected terms in brand strategy, advertising, design, innovation, and management. As part of their curriculum to help companies build their brands and connect with global customers, Google BrandLab provides copies of The Dictionary of Brand to every agency and client it collaborates with—a roster that includes companies such as Capital One, Coca-Cola, and Toyota. Why a dictionary? Brands are increasingly built by specialists, and specialists can only succeed through collaboration, which depends on a common language. The Dictionary of Brand is the first step in creating a “linguistic foundation”—a set of terms that allow specialists from different disciplines to work together in a larger community of practice. Although many of the terms are widely used by brand specialists, some haven’t yet appeared in other dictionaries. There are no copyright restrictions on republishing any these definitions word for word; all that’s needed is a credit line. Want a copy, here you go! As Marty Neumeier says, “Brand is the most powerful business tool since the spreadsheet.” Since we are in the business of helping companies build brand values, we are making The Brand Dictionary—otherwise available only to BrandLab participants—available free online as a SlideShare document. Download your copy of The Brand Dictionary and begin redefining the ways we speak and think about brand experience.

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Idealism and commercialism are not polar opposites. In fact, as counterintuitive as it may seem, sustainable profits are supported by sustainable idealism. Brand owners should not have to choose between idealism and profit, and profits based on a degree of idealism are more likely to be strong and sustainable over time. Businesses have come to recognize this and want their objectives, and those of their brands, to be attractive and easily defensible. While the economic crisis has tested some companies’ resolve, the fundamental factors that encourage them to espouse inspiring missions and defensible practices are unlikely to wane. Ogilvy has developed The big ideaL process to convey the ethos of the brand or company to people from different cultures and to employees and consumers alike.

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For more strategy resources sign up to Planning Dirty at https://www.planningdirty.com/newsletter A common problem for planners moving markets is understanding the best agencies to work for. With a great list of international planners in the Planning Dirty newsletter group I thought I would ask the planners who they thought was the best agency to work for. I compiled the first 10 agencies for the shortlist by analyzing the planning (IPA, Effies, Jay Chiats) and creative awards (Gunn Report) from the last three year looking at the agencies that consistently perform well. I am making a shortlist of 20, so would love to get recommendations on agencies that you think should make the list. Next week on the newsletter through an anonymous vote, I’ll put out the poll and report back the results. Sign up to the Planning Dirty newsletter to vote and get the best planning tools and resources fortnightly. bit.ly/PlanningDirty

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The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication. 1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution. 2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work. 3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response. 4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.

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We make brands stronger and brand leaders smarter. Here's how we can help: 1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation. 2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan. 3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand. 4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth. 5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.

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1. HUSH PUPPIES BRIEF ADT/001/IMC Group-5(M2) BRAND STATEMENT The Hush Puppies is a lifestyle brand that provides shoes, eyewear, watches and clothing for both men and women. PROJECT BACKGROUND Hush Puppies history is rooted in innovation from inventing the first truly casual shoes to developing technologies that make the shoes more comfortable, lightweight and worry free. The brand strives to constantly evolve Hush Puppies world renowned comfort, bringing customers the most advanced technologies available in footwear today. The project consists in developing an advertising marketing campaign of the Hush Puppies shoes that provide comfort and relaxation just by wearing them, because these characteristics are invaluable and enables them to find one more reason to relax. TARGET AUDIENCE Males and Females between 20 - 40 years where the audience should be belonging to ClassA, ClassB and chunk of ClassC whose rate of life requires: comfort, functionality and style. People wearing these shoes should need to feel natural, relaxed, authentic, with a young spirit, free, simple and healthy. ADVERTISING OBJECTIVE New campaign to increase brand awareness and demand of the Hush Puppies shoes. CONSUMER MESSAGE Shoes made as per your lifestyle and choices. KEY CONSUMER BENEFIT Provides comfort, functionality and style that touches the lives and imaginations. BENEFIT SUPPORT • Whether it is water, stain and scuff resistant WorryFreeSuede, or the newest exclusive technology, WaveReflex featuring extreme flexibility and technologies like Zero G, Bounce, etc. Hush Puppies strives to provide benefits that enables to find one more reason to relax. • Dual-density foam footbed with contoured arch for better grip and elegant shoe designs. • Handstitched and Environmental aware products. COMPETITION AllenCooper, LeeCooper, Blanca, NavyFont, RedTape, Adidas, Nike, Puma and others(as well as other premium Bata product lines too is a setback). ADVERTISING TONE Trustworthy, Comfortable, Durable, Modern, Innovative ADVERTISING MEDIUM In-store & Outdoor Advertising, Magazines Advertisement and Social Network Advertisements. MANDATORY ELEMENTS Hush Puppies Logo, Real Product Image, Attention drawing Text or TagLines, Price and Technology(s), Values and Benefits, Availability(retailers,online & physical stores), Company Website.

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