Creative Strategy and the Business of Design, Part 17
What Should Be Included in a Creative Brief? Part 2
Loved reading about the four fundamental elements of the briefing process:
1. Communicate objectives
2. Brand Essence
3. Consumer Profile
4. Consumer relationship with the brand
How hard can it be, right?
Very.
But it will be worth it...
Constructing a thorough brief takes time, but it provides guiding parameters which focus the creativity toward a set goal.
This is turn reduces the time wasted on dead-end creative exploration.
The end goal of your briefing process should be to create and maintain a synergy between strategy and creativity.
This synergy is the most successful way to true creative genius.
To do this, you must have a good understanding of these four fundamental principles, and be able to communicate them clearly.
Buy Creative Strategy and the Business of Design here.