How to write a Creative Brief that will inspire great creative on - - PowerPoint PPT Presentation
How to write a Creative Brief that will inspire great creative on your brand At Beloved Brands, we use a branding approach Analyze Think performance Strategically t r e a v m i t S a s e a r e C Define d
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Define the Brand Think Strategically Big Idea
At Beloved Brands, we use a branding approach
V i s i
Analysis K e y I s s u e s S t r a t e g i e s E x e c u t i
Brand Plan
Create Brand Plans Inspire creative execution Analyze performance
S m a r t C r e a t i v e I d e a s
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If you have ever opened up your computer and started to write a creative brief, on a blank piece of paper, without doing your homework first, then you are setting yourself up for major failure. That presentation would be called “how to write a really bad brief that will confuse your creative team” Creative Brief
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Who is in the consumer target?
(Who is the most motivated to buy what you do?)
What are we are selling?
(What is your main benefit (rational/emotional)?)
Why should they believe us?
(Support points to back up what you say)
What is your organizing Big Idea?
(What is the Soul or Essence for the brand?)
What do we need the communications to do?
(Strategic Choices)
What do want people to think, feel or do?
(Desired Response)
What message do we want our medical professionals to deliver to their patients?
(Role of the medical professional)
1
Positioning Brand Plan
Here are the 7 questions of a Brand Communications Strategy
2 3 4 5 6 7
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Creative Brief
are addressing?
see/think/feel/do?
10.Tone and Manner 11.Tools we will use to reach medical professional 12.Mandatories
1 6 2 3 4 5 7 1 1 5 5 2 1 4 4 7 3 5 6 6 4 6
Transforming your homework in to a Creative Brief
Who is in the consumer target?
(Who is the most motivated to buy what you do?)
What are we are selling?
(What is your main benefit (rational/emotional)?)
Why should they believe us?
(Support points to back up what you say)
What is your organizing Big Idea?
(What is the Soul or DNA for the brand?)
What do we need the communication to do?
(Strategic Choices)
What do want people to think, feel or do?
(Desired Response)
What message do we want our medical professionals to deliver to their patients?
(Role of the medical professional)
Brand Communications Strategy
7 7 7 1 2
Doing your homework ahead of time will make it easy to write a Creative Brief
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What makes a great brief
“I want to recommend this” and consumer will think, ‘This is for me’.
Talk about the benefits to the doctors, not just features/data.
a time, whether you want them to see, think, feel or do.
what you stand for, and you will never build a reputation for anything. Find a Big Idea to simplify and
focusing solely on efficiency and ROI might lead to staying beneath the target’s radar.
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Brand leaders always want options, so they write a big wide brief with many “strategic” options. But really, you want “creative” options, not strategic options. You should write a very tight brief, based
even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list
the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
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Creative people are more “in the box” problem solvers, than they are blue sky thinkers.
challenge of the problem, more than the execution of a simple solution. Give them a problem.
right box, enough room to move, but enough direction that defines the problem.
The role of a creative brief is to “create the right box”
The smaller the brief, the bigger the idea will be.
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asked for their expertise (solving problems) and then not utilized (given the answer)
not a wide open request for options.
to deliver great work for you.
mandatories that almost write the ad itself, yet trap the creative team from doing anything breakthrough, surprising or spectacular.
What creative people don’t want from their client
Don’t be the over-directive type of brand leader
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Good briefs should have:
Avoid the “Just in Case” List Take your pen and stroke a few things off your creative brief!
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A good brief should set up “creative” options, but never allow more “strategic” options
problem.
from a strategic and positioning view, making it easier for them to approve the work. The brief is part of the managing your boss.
and focused. It should allow every part of the marketing execution to support the main creative idea
longevity of a campaign and consistency in the brand positioning.
before you see the creative. controls the brand manager from changing their mind or adding things.
Who is the audience for your creative brief?
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Who is your target?
accept your brand/message/product on behalf of their patients. Your brand may be their primary choice, part of a group of choices, or a back up choice.
whether to keep using and whether to make it a routine within their life. Your brand messages through the doctor must meet the needs of their patients. Think of having to work with both the medical professionals who will write the script and the end consumer who will decide whether to follow.
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Doctor Patient
Script Influence Recommend Gatekeeper Delivers message Keep using Decision to try Ritual/Routine Motivation Recommend to friends
Influencer Decision-Maker
The role of Creative Execution is to amplify your brand story and brand positioning so that your brand stands out in the cluttered marketplace. The creative must help your brand to connect with both medical professionals and the end consumers, to get both to see, think, act or feel differently about your brand than before they saw the message. Head Reco/Buy Heart Sharing Eyes We should focus on moving ONE BODY PART at a time. This sets up your overall objective in your brief.
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We summarize our great work into a Consumer Target Profile that can be used in everything we do
Target Consumer
Target Name Frustrated and Failed Attempters Target Description
is bad for you and they know they should quit. There is a huge psychological part of smoking for them, because it’s part of their identity. It also helps as a stress-reliever and escape. Their needs
Their enemy
Insights that tell their story
grouchy, irritable, out of control. Quitting smoking sucks.”
like an idiot when I can’t quit. I need to get motivated to try it again” What do they think now?
How are they buying?
before they actually quit. They go through the stages of change before they reach for help. We want them to think/feel/do
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We summarize our great work into a Doctor Target Profile that can be used in everything we do
Target Doctor
Target Name Frustrated and Failed Attempters Target Description
their patients to quit smoking, but will usually gently push, not to lose the patient. They try to start conversations, or wait for them to happen. Their needs
Their enemy
Insights that tell their story
want to recommend something unless I know it will help them succeed” What do they think now?
How do they recommend?
might recommend a pill like Graytine. We want them to think/feel/do
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Proactive Fixer
A milestone or event in someone else has triggered them to fix their wrongs. Highly motivated in short term, they will need help sticking with their new plans in longer term.
Proactive Preventer
Have always led a healthy lifestyle, exercising and watching what they eat. They address symptoms/issues before they become serious, early adopters
Reactive Fixer
An eye opening event (heart attack) has led them to fix their wrongs. (quit smoking). They need to fix, but still have a reluctance/doubts, and will need help to move through a change plan.
Reactive Preventer
A milestone or event impacted their
become a “new me” and want a holistic approach to prevent what is happening to
Proactive Reactive Fixer Preventer
4 consumer types in Healthcare Marketing
We make brands stronger. We make brand leaders smarter. Consumers lack the confidence to quit, and they feel out of control when they make an attempt to quit.
What we sense (Emotional Zones) 4
“I feel guilty that I can’t
But when I do, I’m really not myself. I get so irritable that I give up”
What we hear (Consumer Voice) 3
Consumers will attempt to quit smoking on their own 7.2 times, before reaching for a quit smoking aid.
What we read (Facts/Data) 1
Each time I quit, I’m miserable. I take it out on those around me, my friends, my wife. I think they’d almost rather I smoke than have to deal with me. Insight Statement (Connection Point) “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable, out of control. Quitting smoking sucks.”
Life Moments (Day in the life) 5
Smokers become agitated when talking about quitting smoking. You can see how frustrated they are with their failed attempts.
What we see (observations) 2
Consumer Enemy (Pain Point) “I fear quitting smoking will bring out the monster in me, tuning me into the worst version of my personality.”
Case Study: 360 consumer insights for quit smoking
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Target and insights
What do patients want?
Product features
What does your product do?
Functional benefits
What do patients get?
Emotional benefits
How does that make them feel?
Patients
Define target, need states, enemies and insights.
Functional
In the patient’s voice, answer, “So, what do I get?”
Consumer Benefits Ladder
Features
Product-focused strengths, claims, differences or unique offerings.
Emotional
Look at rational benefit, asking, “So how does that make me feel?”
1 2 3 4
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Makes you smarter Works Better for you Helps your family Helps you be healthier
Faster More powerful Safer Lasts Longer Keeps you
Saves time Social Latest Fashions Latest technology Sounds Taste Smell Sights Education Comfort Life Stages Mental Health Better Home Prevents Weight/Exercise Lower Risk Track Success Resale value Invest for future Advice Solutions Teaching Helping hand
Sensory Appeal Simplifies your life Stay Connected
Hassle Free
Easier to use Touch/Feel Good value Quality Reduces Soothes Cultural How it is made
Saves you money Experience
Variety Personal Service In touch Moments Responsiveness Memorable Occasion Rituals Updates Luxurious Performance Integrated Efficient Subconscious Style
9 functional zones with 50 total functional benefits
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Curious for knowledge Sense of
Stay in control Feel comfortable Feel myself
Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy- going Nurtured Compassion Down-to--earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent
Feel liked Feel free Get noticed
Excited
Emotional benefit cheat sheet
Values Exhilarating
8 emotional zones with 40 total emotional benefits Hotspex
Doctor Patient
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Use the benefit clusters to brainstorm benefit statements
Functional Emotional
Helps you be healthier
Prevents Weight/Exercise Easier to use Reduces
Experience
Occasion Rituals
Curious for knowledge Sense of
Stay in control
Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter
Use the clusters to begin the brainstorm, using specific category or brand words.
Graytine
Quit Smoking 10mg Rx StrengthWorks Better for you
Faster More powerful Lasts Longer Performance Responsiveness
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How motivated are doctors/ consumers by your benefit
High High Low Low
How own-able is this benefit for your brand
Sort through the possible benefits to find the ones that are most motivating to consumers and own-able for your brand.
Losing Zone Winning Zone Dumb Zone Risky Zone
I won’t have any cravings Easier to quit I won’t gain weight I feel in control when I quit Feel motivated to quit
I will be able to fight the urge to smoke
Feel more confident I feel safer quitting smoking Feel it working right away Helps me be myself
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Building a winning brand positioning statement
To
(Target)
willing to do whatever it takes to quit.
Graytine is the
(Category)
That
(Benefit)
you quit smoking, so that you are more successful
That’s because
(Support Points)
more successful in quitting versus cold turkey.
mood swings, urges to smoke and potential cheating moments.
1 2 3 4
Graytine
Quit Smoking 10mg Rx Strength
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Think about how to describe your brand in 7 or 60 seconds
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How do you get your brand to become part of the conversation between doctors and patients
Brand Doctor Consumer
If you can’t describe your brand, how do you expect medical professionals to do it on your brand’s behalf?
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Products and Services Consumer Reputation Brand Role Internal Beacon Healthcare Professional Reputation
Inside the Brand Soul
Outward Brand Reputation
The Stabilizing Bridge
The work of the review and positioning assesses the inner and outer elements of the brand to build a unifying big idea
Big idea
must be interesting, simple, unique, inspiring, motivating and
Brand Soul
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Products and Services Consumer Reputation Brand Role Internal Beacon
Big Idea has to accurately express the brand’s soul and
must be interesting, simple, unique, inspiring, motivating and own-able.
Healthcare Professional Reputation
The Big Idea Blueprint
What is the focused point of difference that your products or services can win on, because they meet consumer needs, and separates your brand from competitors? What is the internal rallying cry that reflects your brand’s purpose, values, motivations helping inspire, challenge and guide the culture? These words should come from your brand’s soul. What is the link between the consumer and the brand, reflecting the way the brand services, supports and enables the consumers to make the most out of your brand? The brand role links the internal and external sides. What is the desired reputation of the brand, that attracts, excites, engages and motivates consumers to think, feel and purchase your brand? What are the views of doctors and
influence the usage the brand? What would make them recommend or partner with your brand?
Brand Soul
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Stop thinking that Communication is like a bulletin board where you can pin up one more message
Works Fast Longer lasting
Taste great
Saves money
All natural ingredients
Guaranteed
money back
P r
e n s c i e n c e
convinced themselves that they can keep jamming one more message into their ad.
messages a day. They may engage in 5-10 a day. When they see your cluttered messy bulletin board, their brain naturally rejects and moves on.
last message through, you are not getting any messages through.
Think of Brand Communications like standing on top of a mountain and just yelling one thing. It is very hard to yell a long message.
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Technology so simple, so that everyone can be part of the future. Inspire and empower women to take control and maintain their healthy body. A personal moment of escape from a hectic life, between work and home. We help you stay in control during the rough days, so you can successfully quit smoking.
7 second brand
BIG IDEAS help simplify and organize brand messages making it easily understood and
gain a quick entry, be layered easily and have longevity over the life of the brand. All activity on the brand must be organized under the Big Idea.
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Simplicity
Once you have found your 7 second brand, can you narrow it further to the 1-second brand?
Empower Moments Control
1 second brand
There is a power when you focus down to ONE word for your brand.
What is your brand’s Big Idea that you can organize everything around?
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Smart briefs have one very clear objective. Ugly briefs try to do too many things in one brief.
I see too many briefs that have multiple objectives and they wreck the brief from the start. Stop this. You end up with 2-3 STRATEGIES that leads you to different targets, 2-3 objectives, 2-3 messages. Your creative people will come back with
creative you like…and that’s crazy. An ugly unfocused Brief Why are we advertising? Drive trial of Graytine stealing from mainstream competitors and AND get current users to use more often. A smart focused Brief Why are we advertising? Drive doctor recommendations of Graytine by positioning it as “Stay in control while you quit” Advertising Objective
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A bad “stats driven” Brief Data Driven random stats Consumers will try to quit cold turkey 7x before they reach for a quit smoking aid. 38% of smokers say they have a fear they will fail. 14% of doctors refuse to recommend a brand. An insights driven Brief Insights of doctors and patients.
times, it’s ridiculous. I’m not myself, I’m grouchy, irritable, out of control. Quitting smoking sucks.”
they bring up the subject, i know they are ready. I just don’t want to feel like a nag. Then they tune me out and won’t listen to anything I say.” The smart brief frames the consumer insights with the word “I” that forces you to get into their shoes and put the insight in quotes that forces you to use their voice. These insights add more depth to the story of the consumer so the creative team can build stories that connect with your consumer. . The best ads are those where you can almost see the insight shining through the work.
Smart briefs use insights to bring the target to life.
Consumer Insights
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Ugly convoluted brief: What is the Desired Response? We want doctors to THINK that Graytine is
can stay in control. And we want them to TRY Graytine and see if they like it. We want doctors to FEEL confident. A smarter and focused Brief What is the Desired Response? We want doctors to recommend Graytine to their patients who are struggling to quit smoking. I want you to choose ONE of think, feel or act, not a combination. The best advertising can only move one body part at a time—so you have to decide, or else your creative team will show you creative options for each of these strategies and you will be randomly choosing your favorite ad not the ad that is on strategy.
Good advertising can really only get the target to do
Desired Response
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An ugly feature oriented Brief
What should we tell them? (Stimulus: benefit)
were 38% more successful in quitting versus cold turkey.
smoke and potential cheating moments.
A smart benefit focused Brief
What should we tell them? (Stimulus: benefit) We help your patients stay in control during the rough days, so they can successfully quit smoking. Focus your main message stimulus on what consumers get (functional benefit) or how it makes consumers feel (emotional). Also, narrow down to one thing, not a laundry. The ugly brief lists out product features as the main message. It is a marketing myth to believe that if you tell the consumer a lot of things, at least they will hear something. I believe if you tell them too much, they will shut you out and not hear anything.
Smart briefs focus on the consumer benefits, while ugly briefs focus only on the product features.
Main Message
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Bring the Creative Brief elements together.
Why are we advertising?
Insights of doctors and patients.
irritable, out of control. Quitting smoking sucks.”
I just don’t want to feel like a nag. Then they tune me out and won’t listen to anything I say.” What is the Desired Response?
What should we tell them? (Stimulus: benefit)
smoking.