In order to become better as a strategist, I like to practice my craft by writing briefs designed to solve hypothetical brand challenges. Here’s an example I wrote this week as I had lunch in Dunkin Donuts.

1. OPEN BRIEF
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#SHOWYOURSTRATEGY

2. CHALLENGE
Dunkin has been losing market share to
competitors due to a rise in health conscious
consumers.
Create a campaign to drive awareness for
Dunkin's new health focused product line.
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3. NEW PRODUCT LINE
Beyond Meat Sandwich - A tasty breakfast alternative for
anyone on a vegan diet.
Bulletproof Coffee - The perfect start to the day for people
on a keto diet.
GF + DF Donuts - An heavenly gluten-free/dairy-free
alternative.
Protein Shake - A delicious option packed full of
multivitamins, probiotics and fibre
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4. PROBLEM
People want more from life
than just ‘getting by’ each
day
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5. INSIGHT
Americans wear long work
hours, lack of sleep & high
stress as a badge of honour
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6. ADVANTAGE
Dunkin’s new product
range helps revitalize you
when you feel like s**t
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7. STRATEGY
Show that the real badge of
honour is living a happy
balanced lifestyle
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8. America Runs
Thrives On Dunkin
SMP
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9. COMMUNICATIONS PLANNING
COMMS STRATEGY
America thrives on Dunkin
WOW
Beyond Meat Sandwich
HOW
Show the health benefits
& how it’s better for the
environment.
WOW
Bullet-Proof Coffee
HOW
Show how it provides a
longer energy boost
without the crash.
WOW
GF + DF Donuts
HOW
Show how it's better for
your digestive system &
healthier for your body (if
you have intolerances).
WOW
Protein Shake
HOW
Show how the protein,
multivitamins, probiotics
& fibre help your body
recover after exercise.
NOW
TV Paid Social Paid Search Influencers OOH Blog Posts Press/Media
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