Comments on: The Thinking Before the Thinking: Generating a Clear Strategy. http://www.transplant-1.com/blogorama/the-thinking-before-the-thinking-the-strategy-generator/ advertising, branding, copy, art direction, design, commentary Wed, 21 Jul 2010 18:03:11 -0400 http://wordpress.org/?v=2.8.4 hourly 1 By: windo http://www.transplant-1.com/blogorama/the-thinking-before-the-thinking-the-strategy-generator/comment-page-1/#comment-420 windo Fri, 21 Nov 2008 00:24:02 +0000 http://www.transplant-1.com/blogorama/?p=226#comment-420 Strategy/Creative briefs should be...brief. agree. in sales promotion marketing, i'm juggling multiple brands (e.g. Pepsi at Taco Bell) and properties (MLB, MTV, or NASCAR) that makes the assignment a bit challenging from a communications standpoint, as all the players need to have a voice in the message. I've been working on it for a few years now, and we've gotten the process down cold. there's a bit more moving parts than this approach of convince/that/because, but it's still true to the essence of what you are sharing. something that i've been doing lately is making the brief/strategy discussion come to life w/visuals to tell the story. an evolution of this would be a video brief. i'll tackle that when i get proficient on final cut pro. ;) Strategy/Creative briefs should be…brief. agree. in sales promotion marketing, i’m juggling multiple brands (e.g. Pepsi at Taco Bell) and properties (MLB, MTV, or NASCAR) that makes the assignment a bit challenging from a communications standpoint, as all the players need to have a voice in the message. I’ve been working on it for a few years now, and we’ve gotten the process down cold. there’s a bit more moving parts than this approach of convince/that/because, but it’s still true to the essence of what you are sharing.

something that i’ve been doing lately is making the brief/strategy discussion come to life w/visuals to tell the story. an evolution of this would be a video brief. i’ll tackle that when i get proficient on final cut pro. ;)

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