You Need to Start Right

I’ve been writing about companies’ creative not matching up with their core brand or message. I really see only two possible reasons why. One, it could simply be poor execution. The other, comes down to not truly understanding what the creative is intended to do.

Before embarking on a new ad, promotion, or even purchase, you need to create a project brief. The brief gives some background, establishes a business case, assesses options and lays the groundwork for the deliverable. Within it, you include the objectives, tone, key message points and any other pertinent information for generating successful results.

Of course, it has to be on strategy.

You now will have a working project brief. It will be your guide. Follow it. Tweak it. Measure your results against it. And stay faithful to it.

It will make the difference.

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