Tuesday, January 26, 2010

Client brief Structure

the business issues of the brand
the marketing context of the brand
the  marketing objective which communication must help achieve
the typical prospect
your assumptions about consumer basis of preference and choice
what role will the brand play in the prospect ‘s life
The specific behaviour / actions you want to influence
The legacy values of the brand that need to be preserved
The past associations of the brand that need to be changed

the measurable communication objective


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