Have you been briefing your agencies all wrong? Yesterday I had the absolute pleasure of joining The Marketing Academy for a session with BetterBriefs. One of the most important tools in our portfolio, an excellent brief should deliver excellent results... a bad brief is just, well... expensive. To break it down: โ A good brief is rarely easy to write, and it's not linear. Forget your shopping list, instead think jigsaw puzzle where you keep adding to the final picture. Sometimes there's a clear picture of what needs to happen, but there are occasions where it might take longer to uncover. โ Briefs should be clear (well duh), scrap the marketing jargon, set SMART objectives, and keep it concise โ Keep it brief. The word brief literally means short in Latin. If it's not clear in two pages, then it's probably not clear full stop. If you need to, attach an appendix with additional background info, category context, and if you want to include creative thought-starters then you can add them here too. โ Don't present problems as opportunities. A problem is a problem, and only clarity on what is really happening will let your agency help solve it. โ It is the responsibility of a good brief to provide clear direction, but it should leave a runway for the agency. Prescriptive briefs don't leave space for creative solutions. โ Watch out for the 'brief killers', the generic words that can be applied to a huge group, that come up in briefs again and again. Make a list of vague words that come up, and ban them โ โ And finally, a brief is not a briefing. A good briefing gives a better understanding of the brief and allows your agency to ask questions and interrogate the task in front of them. A good briefing injects the energy and should inspire. Looking forward to putting my new thinking in place, and helping clients' new & existing help brief better so that we can keep driving those results ๐ Big thanks to Matt & Pieter-Paul for the insight. Image by Tom Fishburne
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Founder of Beloved Brands โข Marketing Training that will make your marketing team smarter โข Opportunity to learn directly from VP Marketing at J&J โข 4x Effie Award winner โข Author of Beloved Brands
๐ ๐๐ป๐๐ฟ๐ผ๐ฑ๐๐ฐ๐ถ๐ป๐ด "๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ถ๐ป ๐๐ฏ๐ผ๐๐ ๐ฆ๐ถ๐ ๐๐ ๐ฆ๐ฒ๐ฐ๐ผ๐ป๐ฑ๐" ๐ While it is easy to get writer's block, it can be worse when you sit at your computer staring at a blank screen with the word โVisionโ staring back at you. ๐๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do? Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document. To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Narrow your list to the top three points; the extra effort now will help focus your mind on the most significant points. You can find our video on YouTube. https://lnkd.in/gjMPQqpx ๐ Iโm ๐๐ฟ๐ฎ๐ต๐ฎ๐บ ๐ฅ๐ผ๐ฏ๐ฒ๐ฟ๐๐๐ผ๐ป, founder of Beloved Brands, ๐ฃ I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 ๐ I wrote the ๐๐ฒ๐น๐ผ๐๐ฒ๐ฑ ๐๐ฟ๐ฎ๐ป๐ฑ๐ playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr ๐ Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 ๐ฉ If you have questions, email me: graham@beloved-brands.com *The questions are similar to the JWT planning guide by Stephen King. #marketing #brandstrategy #brandmanagement
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Have a look at our video on ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do?
Founder of Beloved Brands โข Marketing Training that will make your marketing team smarter โข Opportunity to learn directly from VP Marketing at J&J โข 4x Effie Award winner โข Author of Beloved Brands
๐ ๐๐ป๐๐ฟ๐ผ๐ฑ๐๐ฐ๐ถ๐ป๐ด "๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ถ๐ป ๐๐ฏ๐ผ๐๐ ๐ฆ๐ถ๐ ๐๐ ๐ฆ๐ฒ๐ฐ๐ผ๐ป๐ฑ๐" ๐ While it is easy to get writer's block, it can be worse when you sit at your computer staring at a blank screen with the word โVisionโ staring back at you. ๐๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do? Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document. To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Narrow your list to the top three points; the extra effort now will help focus your mind on the most significant points. You can find our video on YouTube. https://lnkd.in/gjMPQqpx ๐ Iโm ๐๐ฟ๐ฎ๐ต๐ฎ๐บ ๐ฅ๐ผ๐ฏ๐ฒ๐ฟ๐๐๐ผ๐ป, founder of Beloved Brands, ๐ฃ I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 ๐ I wrote the ๐๐ฒ๐น๐ผ๐๐ฒ๐ฑ ๐๐ฟ๐ฎ๐ป๐ฑ๐ playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr ๐ Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 ๐ฉ If you have questions, email me: graham@beloved-brands.com *The questions are similar to the JWT planning guide by Stephen King. #marketing #brandstrategy #brandmanagement
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Have a look at our video on ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do?
Founder of Beloved Brands โข Marketing Training that will make your marketing team smarter โข Opportunity to learn directly from VP Marketing at J&J โข 4x Effie Award winner โข Author of Beloved Brands
๐ ๐๐ป๐๐ฟ๐ผ๐ฑ๐๐ฐ๐ถ๐ป๐ด "๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ถ๐ป ๐๐ฏ๐ผ๐๐ ๐ฆ๐ถ๐ ๐๐ ๐ฆ๐ฒ๐ฐ๐ผ๐ป๐ฑ๐" ๐ While it is easy to get writer's block, it can be worse when you sit at your computer staring at a blank screen with the word โVisionโ staring back at you. ๐๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do? Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document. To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Narrow your list to the top three points; the extra effort now will help focus your mind on the most significant points. You can find our video on YouTube. https://lnkd.in/gjMPQqpx ๐ Iโm ๐๐ฟ๐ฎ๐ต๐ฎ๐บ ๐ฅ๐ผ๐ฏ๐ฒ๐ฟ๐๐๐ผ๐ป, founder of Beloved Brands, ๐ฃ I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 ๐ I wrote the ๐๐ฒ๐น๐ผ๐๐ฒ๐ฑ ๐๐ฟ๐ฎ๐ป๐ฑ๐ playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr ๐ Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 ๐ฉ If you have questions, email me: graham@beloved-brands.com *The questions are similar to the JWT planning guide by Stephen King. #marketing #brandstrategy #brandmanagement
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Have a look at our video on ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do?
Founder of Beloved Brands โข Marketing Training that will make your marketing team smarter โข Opportunity to learn directly from VP Marketing at J&J โข 4x Effie Award winner โข Author of Beloved Brands
๐ ๐๐ป๐๐ฟ๐ผ๐ฑ๐๐ฐ๐ถ๐ป๐ด "๐ ๐ฎ๐ฟ๐ธ๐ฒ๐๐ถ๐ป๐ด ๐ถ๐ป ๐๐ฏ๐ผ๐๐ ๐ฆ๐ถ๐ ๐๐ ๐ฆ๐ฒ๐ฐ๐ผ๐ป๐ฑ๐" ๐ While it is easy to get writer's block, it can be worse when you sit at your computer staring at a blank screen with the word โVisionโ staring back at you. ๐๐ฒ๐ฟ๐ฒ ๐ฎ๐ฟ๐ฒ ๐ณ๐ถ๐๐ฒ ๐๐ถ๐บ๐ฝ๐น๐ฒ ๐พ๐๐ฒ๐๐๐ถ๐ผ๐ป๐ ๐๐ผ ๐ต๐ฒ๐น๐ฝ ๐๐ผ๐ ๐ธ๐ถ๐ฐ๐ธ๐๐๐ฎ๐ฟ๐ ๐๐ผ๐๐ฟ ๐ณ๐ถ๐ฟ๐๐ ๐๐ต๐ผ๐๐ด๐ต๐๐ ๐ฎ๐ฏ๐ผ๐๐ ๐๐ผ๐๐ฟ ๐ฏ๐ฟ๐ฎ๐ป๐ฑ ๐ฝ๐น๐ฎ๐ป. 1. Where could we be in 5-10 years? 2. Where are we now? 3. Describe issues in our way. 4. How can we get to your major goal? 5. What activities do we need to do? Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document. To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Narrow your list to the top three points; the extra effort now will help focus your mind on the most significant points. You can find our video on YouTube. https://lnkd.in/gjMPQqpx ๐ Iโm ๐๐ฟ๐ฎ๐ต๐ฎ๐บ ๐ฅ๐ผ๐ฏ๐ฒ๐ฟ๐๐๐ผ๐ป, founder of Beloved Brands, ๐ฃ I post something daily on LinkedIn that will get you to think differently about marketing. Follow me on LinkedIn: https://lnkd.in/gfXyFCZ8 ๐ I wrote the ๐๐ฒ๐น๐ผ๐๐ฒ๐ฑ ๐๐ฟ๐ฎ๐ป๐ฑ๐ playbook to help marketers think, define, plan, execute, and analyze the brand. We are proud that Beloved Brands has received 85% five-star reviews and has been called "the cheat code for brand leaders" You can find on Amazon https://lnkd.in/ep2W_Nh5 or Apple Books https://lnkd.in/enqY59jr ๐ Explore how our Marketing Training can make your marketing team smarter, so they produce better work that drives stronger results: https://lnkd.in/gTcfiX4 ๐ฉ If you have questions, email me: graham@beloved-brands.com *The questions are similar to the JWT planning guide by Stephen King. #marketing #brandstrategy #brandmanagement
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How to Build Marketing Strategy Presentation Learn the secrets to building an effective marketing strategy presentation with Peterdraw Studio! Discover expert tips and innovative techniques that can transform your marketing efforts. From engaging visuals to strategic insights, find out what makes these presentations stand out and why they are essential for your success. https://lnkd.in/g9DNqc4Z
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Here's a list of tips that can help you improve your website from the Forbes Agency Council. (Our Chief Creative Officer wrote tip #19.)
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๐ Elevate Your Creative Project with a Tailored Marketing Plan in Just One Day! ๐ Are you a creative individual with a passion for making a positive difference through your work? ๐จ๐โจ I'm excited to announce a special offer for creative projects like yours. I can create a fully customised marketing plan in just one day, designed to amplify your impact and help you reach your goals! ๐ Imagine having a clear roadmap that aligns perfectly with your vision, attracts your target audience, and propels your social impact goals forward. With my expertise in marketing and understanding of the creative industry, I'm here to turn that vision into a reality. โจ Here's what you can expect from this unique service: โ A fully tailored marketing plan that reflects your identity and resonates with your audience. โ Time-saving expertise, allowing you to focus on bringing your creative project to life. โ Strategies that amplify your impact and inspire action for positive change. โ Ongoing support to ensure successful plan implementation and navigate any challenges. Ready to take your creative project to new heights? Let's collaborate and boost positive change together! ๐ซ Reply below or DM with "Book my free consultation" to get started and learn more about this special offer. Be one of the first two people to book and enjoy a reduced price for your tailored marketing plan! ๐ Don't miss out on the opportunity to have a powerful marketing plan crafted specifically for you, delivered in just one day. ๐ Together, let's make a difference through the power of effective marketing! ๐ #MarketingPlan #CreativeProjects #SocialImpact #positivechange
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Runs The Marketing Academy Global Virtual Campus Program. Experience in blue chip organisations: Microsoft, SSE & Mitsubishi
2moPippa Nixon - thanks for sharing your learnings with your network. I'm really pleased to see that you have learnt so much! ๐