There are just two problems: one is getting the client to concentrate enough to fill it out and get all the decision-makers to agree on the answers. The other is getting the creative team to stay on strategy.
With just those caveats, today I'm giving away the Visco Creative Strategy Brief.
Feel free to use it, and if you do, I hope you'll let me know the results.
Visco Creative Strategy Brief
Who is the client? ____________________________________________________________
What is the brand? ___________________________________________________________
BUSINESS PROBLEM/OPPORTUNITY: : Given the brand’s total marketing situation, what is the key problem or opportunity that advertising must address? _____________________________________________________________
CONSUMER ACTION OBJECTIVE: What action do we want the target consumer to take, given our marketing objective – try, retry, use the brand more, etc.? ___________________________________________________________________
TARGET CONSUMER: Who are we talking to – in other words, what is the target consumer profile? _____________ _______________________________________________________________________________________________
RESPONSE FROM ADVERTISING: What response do we want from consumers to our advertising? (This should contribute to achieving the Consumer Action Objective.) __________________________________________________
COMPETITIVE SET: What competitive choices is the target consumer currently considering in addition to or instead of our brand?_____________________________________________________________________________________________
CONSUMER PROMISE: What is the one rational, sensory, situational or psychological benefit that will have the most influence on shaping the target consumer’s perception of our brand in the desired way? _______________________________________________________________________________________________
SUPPORT: What are the key ideas or facts that justify the promise? ________________________________________
PERSONALITY OF ADVERTISING:
How will we address the consumer? ____________________________________________________________________
What style or feeling will the advertising convey? ________________________________________________________
What image do we wish to portray? ___________________________________________________________________