BRAND: 1. WHAT IS THE BRAND CRUSADE? TYPE OF BRIEF: 2. WHAT IS THE BRAND PERSONALITY AND TOV? MARKET(S): 3. WHAT IS THE OPPORTUNITY OR ISSUE? 4. WHAT IS THE OBJECTIVE OF THIS BRIEF? 5. WHO IS THE TARGET CONSUMER OF THIS BRIEF? 6. WHAT DOES THE TARGET CONSUMER THINK/FEEL/DO NOW? 7. WHAT INSIGHTS DO WE HAVE? 8. WHAT’S THE COMPETITIVE GAIN? 9. WHAT IS THE ONE MESSAGE YOU WANT TO TELL YOUR CONSUMERS THROUGH THIS INITIATIVE? 10. WHAT DO WE WANT TO CONVEY AS OUR USP’S
11. CRITIQUE OF CURRENT?
13. SEARCH AND SPIN?
12. WHAT DO WE WANT FROM THE AGENCY?
14. KEY AGENCY TAKE AWAY
15. CONSTRAINTS / CHECKS?
16. HOW WILL WE KNOW WE’VE SUCCEEDED?
17. TIMINGS?
18. BUDGET?
BRAND: TYPE OF BRIEF: 1. WHAT IS THE BRAND CRUSADE? A strapline that is short code for the brand. Your ‘Just Do it!’ 2. WHAT IS THE BRAND PERSONALITY AND TOV? If your brand was a celebrity, or a type of person – a Delia Smith or a Jamie Oliver? MARKET(S): 3. WHAT IS THE OPPORTUNITY OR ISSUE? 4. WHAT IS THE OBJECTIVE OF THIS BRIEF? Best describe it in a direct no nonsense couple of sentences. One sentence that describes the end result and deliverable. Try and avoid jargon. New packaging that addresses specific communicaCon aspects. ‘We look old cheap and dusty…’ 5. WHO IS THE TARGET CONSUMER OF THIS BRIEF? The more detailed and specific this is the beKer. Avoid trying to target everyone – it’s delusional! This is a good place to apply the Who, What, When, Where, Why? 6. WHAT DOES THE TARGET CONSUMER THINK/FEEL/DO NOW? Might be possible to quote via research. Also valid to state that they just don’t care of have a view! 7. WHAT INSIGHTS DO WE HAVE? A discovery about the consumer that enables us to establish a connecCon between our brand and their lives, and elicits the emoConal reacCon of ‘you obviously understand me!’ 8. WHAT’S THE COMPETITIVE GAIN? Do you want to be disCnctly different, beKer, more affordable….? 9. WHAT IS THE ONE MESSAGE YOU WANT TO TELL YOUR CONSUMERS THROUGH THIS INITIATIVE? Make this a compelling consumer quote wriKen in terms of ‘what’s in it for me!’ 10. WHAT DO WE WANT TO CONVEY AS OUR USP’S
A shortlist. If there was a fire what three USP’s would you want to save? 11. CRITIQUE OF CURRENT?
Be honest about what your strengths and weaknesses are – you could appendix a SWOT analysis. OR apply a RETAIN, LOSE, ENHANCE, INTRODUCE. 12. WHAT DO WE WANT FROM THE AGENCY?
This is about scope – new brand idenCty and label range. May include Structural design and Secondary outers. Do you have internal resources or suppliers that can help downstream or do you require a turnkey service? 13. SEARCH AND SPIN?
14. KEY AGENCY TAKE AWAY
What brands exist that you can learn from, or admire,
or would like a similar wardrobe to?
Single sentence – packaging that is refreshingly different
– packaging that kicks off the whole taste experience!
15. CONSTRAINTS / CHECKS?
16. HOW WILL WE KNOW WE’VE SUCCEEDED?
Speak with your your suppliers and cost of goods. Hard fact measurables – increased sales volumes, orders, new customers, faster navigaCon on shelf. Think now about the implicaCon of increased costs and what permissions you can allow. 17. TIMINGS?
Quote ulCmate launch Cme and internal gates / decisions and reviews. 18. BUDGET?
You can leave this empty and request a quote or you can share the budget you have – we recommend quoCng your total budget.