Example: LEGO

Brand essence

Strategy …is how to deliver brand essence

Big idea…is an umbrella idea to delivers strategy in an effective &

impressive way

Root Strengths

Consumer Insight

Consumer Tension (from Culture, human truths)

1. How to develop brand strategy & big idea from consumer insight.

Brand strategy development

Brand visionWhat do we

want our brand to become?

Brand promiseWhat is our

commitment to customers?

Brand deliveryHow do we

intent to fulfill our commitment & what actions will we take?

Brand positioning

How do we want to be perceived

& what’s our competitive advantages?

Consumer Insight

Example: AxeRoot Strengths Insight

FragrancesMale Cool

Getting the girl

I desire a innovative product that help me to lead the mating game

(which feeling, looking and smelling good are essential to success)

Strategy: Give men the coolest edge ever to win the mating game

Brand Essence: Giving men the edge in the mating game

Big Idea: Become an astronaut

2. What is a creative brief?

Creative brief is a short & concise written item to inspire creative team with consumer insight to create strategy & big idea.It is your opportunity to turn your thinking into your story for the creatives.

How to write a creative brief to develop strategy & big idea

Consumer Insight

Brand essence Proposition

Strategy

Big Idea

Creative brief

RTB

Response

Tone of voice

How will we know it worked?

Challenge

Audience

Insight

1. Creative Objectives/ Challenges2. Audience 3. Insight4. Proposition 5. RTB6. Desired response7. Tone of voice8. KPI

Creative brief

1. Creative Objectives/ Challenges2. Audience – Who are you talking to?What do they do?What do they think & believe?What’s really unique about them?What are their hopes & fears?What do they love & hate?----Why they do what they do?3. Insight4. Proposition – What we’ll tell themWhy the audience should buy your product/service?5. RTBWhy can the product deliver the proposition?6. Desired responseWhat do you want your audience to do?7. Tone of voiceHow would you want to describe your proposition? 8. KPIHow will you know if it work?