Creative Strategy and the Business of Design, Part 19

What’s the First Thing You Do When You Get a Creative Brief?

I bet your answer is not to question the target audience in the brief, right?

I hate to tell you this, but you’re wrong.

A deep understanding of the target audience will help your brand to stand out, or differentiate, in the market.

It also allows your teams to better internalise the target audience: the way they talk, walk and think.

Having this deep understanding helps them to deliver better solutions for your target audience.

Also in these nudenotes (top quarter), I’ve added more from Douglas on how to align creative and strategy teams to avoid an ‘us versus them’ mentality.

This is why alignment is so important between these teams.

Don’t work in silos!

As Douglas says: “Focus on slaying dragons, not each other”.

This mindset only distracts your teams from delivering the best possible solution.

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