What do we know about the brand and product and its current situation?
What are the communication/ advertising objectives that we are supposed to achieve?
Primary and Secondary Sex, age group, demographic group, psychographic profile.
1. Which segment? Needs, attitudes, behavior? Decision making process?
2. What is the emotion that motivates behavior?
3. What do we know now that we did not know before?
Brand Insight / Promise:
1. What makes this brand unique?
2. How does this brand/service/offer meet these needs and wants of customers?
3. What is the primary reason that consumer benefit that the brand product delivers ?
4. How can we leverage it against the competition?
Who are your direct and indirect competitors
The Proposition / Takeaways:
What is the SINGLE benefit unites the consumer insight with the brand benefits/insight?
What is the main idea/communication platform we need to communicate?
Deliverables and Mandatories:
Tone & Manner:
Mandatory (Brand Guidelines):