The document discusses brand strategy and creative briefs. It provides an example of the brand strategy for Omo detergent, which had a category truth of clear, shine, and soap and a root strength of professional scientists and high technology. Omo's brand strategy was that mothers can let their kids freely develop themselves without concerns about dirty clothes because Omo will clean them. The creative brief section outlines that a creative brief gives adequate information for an agency's creative team and should include background analysis, the target audience, desired outcomes, reasons to believe, rules and tone, deliverables and timing/budget. It also lists three things to make a good creative brief: being clear on the brand's situation and differences from competitors, knowing the

2. What makes brand strategy?
(Category truth)
(Root strength)

3. From consumer insight to product  Product to brand

4. Example: Omo
Category truth: clear, shine, soap
Root strength: professional scientist & high technology
Competition’s brand (Tide): Tide help mom wash clothes in the best way, make clothes the clearest, the whitest.
Insight: I want my kids to freely develop without any concern
Brand strategy: Mom can let her kid freely develop themselves by enjoying discover everything around, Mom no need
to concern about dirty clothes because Omo will do it for Mom.
Big Idea: Dirt is good

5. CREATIVE BRIEF
a creative brief is the outlined instructions for
work to be done by the agency's creative team
It’s a document that gives adequate information to come up with strategic direction.
1. Background Analysis – Our competitors?
What are they doing? What have we done so
far? What is our brand essence…
2. Target audience – Who are we talking to?
How to talk in their language?
3. Desired outcomes – What do we achieve
after the campaign?
4. Reasons to believe, Rules + Tone and
Mood, Deliverables and timing + Budget
TO MAKE IT A GOOD CREATIVE BRIEF
1. Really clear our situation: who we
are, what we stand for, what is
the key differences between us
and the competitors?
2. Know the problem and the
desired outcome. For example:
drop sales  sales increased by
5% after campaign…
3. The big insight of the brand 
areas to develop deeper.