As a result, you will pick your brand strategy based on which ad you like best. Your agency will divide the brief in half and return with one ad to drive penetration and another to drive usage frequency. These two strategies have two separate targets, two different brand messages, and potentially two different media plans. Do you realize how different these two strategies are? Can you see how much you will drain your resources when you try to do both with the same ad? Too many brands put “drive penetration and usage frequency” at the top of the brief. The bad brief makes the mistake of trying two things simultaneously. A clear objective helps steer the direction for the rest of the brief. With the example above, the smart brief narrows the decision to one objective (drive trial). If you get this line wrong, it can destroy the entire brief. Smart briefs start with one very clear objective, while bad briefs try to accomplish too many things at once. Drive trial of Gray’s Cookies, using the positioning of “The good tasting healthy cookie.”.Drive trial of Gray’s Cookies, steal market share from mainstream competitors while getting current users to use Gray’s more often.We teach how to write a creative brief with plenty of creative brief examples and a template for a creative brief. Our training will give your team the tools and knowledge to drive smarter work and business growth. Whether you’re looking to build a strong marketing team or develop your current team’s skills, Beloved Brands can help. Graham Robertson brings a wealth of real-world marketing experience, having led many of the world’s best brands. We also provide customized training, which allows you to tailor the training to the needs of your team. Read more on our Beloved Brands Marketing Training program. Our brand management training teaches the marketing skills to help your people gain the confidence they need to reach their full potential. With our Beloved Brands marketing training, your team will make smarter decisions and produce exceptional work that drives business growth. While you might have smart people on your team, if they have not been trained in the fundamentals of marketing, you will never see them reach their potential. If you are frustrated at the quality of the creative briefs you are seeing, it is likely impacting the output of the marketing communications on your brand. And for those looking for even more in-depth guidance, I invite you to check out my Beloved Brands book. We go through how to write a creative brief with plenty of Creative Brief examples and a creative brief template.īy the end of this article, you will have a deeper understanding of the components of a successful creative brief, which will elevate your marketing skills. Unfortunately, many marketers make the mistake of relinquishing too much control over strategy and then struggle to achieve the desired creative outcome. As a marketing leader, it’s crucial to maintain control of the strategy while allowing room for creative freedom in the advertising execution. The briefing stage serves as a bridge between your strategic plan and the execution of your campaign. This includes elements such as brand positioning, brand idea, and brand plan. But before diving into the brief, it’s essential to have a solid understanding of your brand’s communications strategy. When it comes to creating a successful marketing campaign, the creative brief is a crucial element.
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