KEEPING THE BRIEF BRIEF

Working with so many clients across a number of industries, we find that a few themes come up time and again among them all. One of these is the Creative Brief—more specifically, how to craft a really good one. And within this need are two sub-themes: finding the essential content for a brief; and finding the best-practice process to craft that brief. This week we take a look at some of the process pitfalls that many clients and their agency teammates encounter which get in the way of developing a really good, tight, productive creative brief.

KeepingTheBriefBrief2007.pdf (PDF File)

SETTING THE TABLE

To "set the table" is to prepare to feast on success. This process and accompanying practices will enhance your ability to successfully manage the development of leadership marketing communications. If one fails to properly set the table, success becomes a hit or miss proposition. You, your brand, your organization and customers deserve more. This week's article offers many tips and suggestions to aid in your preparation. We sincerely hope you enjoy!

Click on the link below to view the article in its entirety. All comments regarding this publication may be directed to Lori Vandervoort at 800-255-9831 (620-431-0780) or loriv@bdn-intl.com.

SettingTheTable2007.pdf (PDF File)

TARGET ENVY

The Wal-Mart Brand is in the news a lot lately. And most of the stories center around the daunting task the brand faces in re-positioning itself for future growth. At the very heart of this re-positioning effort is the question of, "Just who is (or should be) the bulls-eye Target Customer for the brand?" In considering this, it just may be that - like many other brands - Wal-Mart has a case of Target Envy. This week we take a look at this marketing dilemma, and offer a few suggestions for dealing with it more effectively. Take a look. To view this article in total, please click on the link below.


TargetEnvy2007.pdf (PDF File)

STARTING OVER

'Tis the season of "New Year's Resolutions" and "Starting Over". As such, we thought it appropriate to offer a few tips to aid in that quest. And, of course, if we can be of assistance to you in "sharpening your saw" (i.e., providing training in areas such as learning how to discover the customer insight, develop leadership communications, etc.) or developing positioning strategies, effective Creative Briefs, winning marketing plans, etc., for your specific brand assignment, please don't hesitate to email or give us a call.

StartingOver2007.pdf (PDF File)