Thoughts on the ideal brief

The ideal brief should:

• Tell two stories: product and consumer
• Make readers understand the barriers to consideration
• Make readers understand the consequences of not buying
• Incite imagination and creativity
• Be flexible: in format and in future
• Consider media in-depth
• Take into account both consumer and product lifecycle
• Talk about the consumer as they relate to the product and media
• Be visually stimulating
• Answer questions the creatives didn’t know they had
• Be understandable without translation from the planner
• Be a step in the process – not an ending point
• Be customizable by project

please add your thoughts!