THE CREATIVE BRIEF - WHAT IS THE OBJECTIVE?

So many things in marketing are so fundamental. No doubt, the same can be said on virtually any profession. How often do we hear top-notch athletes and their coaches extol the virtues of "blocking and tackling"? Given their absolute necessity, you would think, then, that the fundamentals get executed about 99% of the time. But they don't, do they? Because we are human, and subject to forgetfulness (sometimes laziness?) and so on, we forget or get sloppy with our fundamentals. Take one of the most obvious ones in business and in marketing: clearly and precisely stating the objectives each and every time we begin work. That's one that we would like to re-visit this week.
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The DISPATCHESTM for December 4, 2011 can be found here:
http://www.bdn-intl.com/TheCXreativeBrief-WhatIsTheObjective.php

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