How to... Brief.
Change Strategies on Fundamentals
Excerpt
Despite living in a world of progress and change, some fundamentals of the Marketing and Brand Strategy game seem to be surprisingly stable.
And it may have taken me a while, but eventually even I came to realize: Fundamentals are everything.
Therefore, every now and then, I take a step back and revisit my most basic – and probably most important – tools and skills.
This first edition of the "How to..." series covers (creative) briefing processes.
We will be discussing:
- the relevance of a proprietary briefing process in today’s projects
- the biases and pitfalls that await us in case we skip the “extra” work
- the template to our “The Arched Brief” approach
- the Change Strategies view on briefings in our present world
The booklet focuses on the “creative brief”, as it is traditionally used for briefing an agency’s creative department, but I feel the same rules generally apply for every briefing process.
Enjoy the quick read and feel free to let me know what you think!
Preview
