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

FSLEAS