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Brief, brief, brief and brief again

January 23, 2012

Aim at the heart, starting with e brief

Oh yeah, brief, brief and brief again!
I feel I have to get back and post more about the brief because I DO believe that its creation is a pivotal moment in the creative process.

The more I thinks of how the creatives get together to approach the creative strategy and the more I think of… bump cars. Most of the blame should be put on us designers and creatives.
Put the blame on us for the all non-sense sacrality we poured onto our creative meetings… Just think of all the mistery evoque a words such as brainstorming or think tank .

Too many times we decided that brainstorming were endless meetings with no rule at all, lest forget precise rules. The briefs began to look as shaman meetings, more than business meetings.

Too many times are meeting seem to suggest the motto we don’t know where we want to go but we want to get there as fast we can.

Unfortunately it is true that several briefing meeting are pretentious, chaotic and follow no rules. Too often the scenario is far from being encouraging, this is why I believe that an accurate brief could be the first step to begin with to finally land on a successful creative strategy – regardless of the nature of the project, an ad campaign, an invitation or a brochure

We want to improve our image. We want to sell more. We want to attract more customers… These are the indications that too many times occur during the meetings and ALL THESE ARE NON-SENSE, sheer non-sense. These indications could practically fit any company, they are aspirations and way too generic to trigger any successful creative process
And THIS IS WHERE IS NECESSARY TO ACT, in the formulation of these indications, to bend them from simple aspirations into the bones of our brief and our strategy.

Do everything in your power to make sound as close as possible to something like what can we do to increase the over-40s client base? or how can we show using print and tv at our product stays on the road better than our direct competitors? or again how can we design a packaging that can be appreciated also by the elderly?

This is the right tone and the right approach. These are the right type of questions that help to reach more satisfying goals.

These are the kind of indications you should put in your brief documents, at the heart of your brief documents and of your creative process.

It is a little bit like planning a trip, this kind of indications give a better focus on the goal and reach it will be easier – the real challenge is not reaching the goal but doing it in a creative way.

Here some sparse hints, either you are a client or a designer:

  • Chose only one indication, if you can – you will be more focused .
  • Focus on one aspect
  • Communicate only one benefit – the rest of them will be perceived as well, if you succeed in establishing an empathic feeling with your audience
  • Research a lot, but keep it simple

These are rulses that come from the old school – USP, the famous Unique Selling Proposition – but that has still a lot to say in the 2.0 days.

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