HOW TO WRITE A CREATIVE BRIEF

Here is the first of a series on how to write a creative brief for your department or agency.  This activity will also help you better understand what you need to do

1.      CURRENT POSITION

Where are you now in the market?

What advantages do you have over the competition?

What do you know about consumer usage of your product and similar products on the market? e.g.

how is it used and in what ways?

where it is used?

is it used by the actual buyer?

is it used by several people?

what prices are paid for similar products?

what product features are the most important?

is usage of this product dependent on usage of another product?

What do you know about consumers’ emotional attitudes to this type of product?  e.g.

what is the level of awareness of the product?

what image do you and your product have?

is it an impulse or a rational purchase?

does it affect someone’s appearance, confidence, etc.?

does it create pride of ownership?

is it used by housewives/the family?

is it:  modern/old fashioned

warm/cold

luxury/necessity

experimental/conservative

upmarket/downmarket

good quality/poor quality

Who uses the product or products like it? e.g.

Age/sex/income/class/occupation/type of industry/location

Psychographics:

introvert/extrovert

experimental/traditional

conservative/liberal

economy minded/not

home orientated/outward looking

ambitious/unambitious

Coming Next

2.   DETERMINING WHERE YOU WANT TO BE – THE  FUTURE POSITION

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