The document discusses how to develop an effective brand strategy and creative brief. It provides examples of how consumer insights can inform a brand's essence and big idea using LEGO and Axe as examples. The key aspects of a creative brief are outlined, including defining the creative challenge, audience, consumer insights, brand proposition, how the product delivers on the proposition, desired consumer response, tone of voice, and key performance indicators. The purpose of a creative brief is to inspire creative teams and turn strategic thinking into a story to develop an effective brand strategy and big idea.

2. Root
Strengths
Example: LEGO
Consumer
Insight
Consumer
Tension (from
Culture, human
truths)
1. How to develop brand strateg
big idea from consumer insight.
Brand
essence
Strategy
Big idea
…is how to deliver brand essence
…is an umbrella idea to delivers strategy in an effective &
impressive way

3. Brand strategy development
Brand vision
What do we
want our brand
to become?
Consumer
Insight
Brand promise
What is our
commitment to
customers?
Brand delivery
Brand positioning
How do we intent
to fulfill our
commitment &
what actions will
we take?
How do we want
to be perceived
& what’s our
competitive
advantages?

4. Example: Axe
Root Strengths
Fragrances
Male Cool
Getting the girl
Insight
I desire a innovative product that
help me to lead the mating game
(which feeling, looking and smelling
good are essential to success)
Brand Essence: Giving men the edge in the
mating game
Strategy: Give men the coolest edge ever to win the
mating game
Big Idea: Become an astronaut

5. 2. What is a creative brief?
Creative brief is a short & concise written item to inspire creative
team with consumer insight to create strategy & big idea.
It is your opportunity to turn your thinking into your story for the
creatives.

6. How to write a creative brief to develop strategy & big idea
Creative brief
Challenge
Audience
Insight
Consumer
Insight
Brand
essence
Strategy
Proposition
Big Idea
RTB
Response
Tone of voice
How will we know it
worked?
Creative brief
1. Creative Objectives/
Challenges
2. Audience
3. Insight
4. Proposition
5. RTB
6. Desired response
7. Tone of voice
8. KPI

7. 1. Creative Objectives/ Challenges
2. Audience – Who are you talking to?
What do they do?
What do they think & believe?
What’s really unique about them?
What are their hopes & fears?
What do they love & hate?
---Why they do what they do?
3. Insight
4. Proposition – What we’ll tell them
Why the audience should buy your product/service?
5. RTB
Why can the product deliver the proposition?
6. Desired response
What do you want your audience to do?
7. Tone of voice
How would you want to describe your proposition?
8. KPI
How will you know if it work?