Company

E-mail Address

Phone

Website

Background:
What do we know about the brand and product and its current situation?

Objectives:
What are the communication/ advertising objectives that we are supposed to achieve?

Target Market:
Primary and Secondary Sex, age group, demographic group, psychographic profile.

Consumer Insight:
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?

Competitors:
Who are your direct and indirect competitors
Direct competitors

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?