The Re-definition of Brief.
Posted Feb. 19, 2010 by Casey Flanagan
Filed under: Advertising, Ideas, Planning / Research
I recently had a conversation with a Creative Director who suggested that all creative briefs should be Tweetable. Forget the one page, give me 140 characters. The core of the core (of the core) of the idea. The concept scared me so much, I must have liked it.
I was reminded of this when I rediscovered on a collection of six-word memoirs. The most recent is called It All Changed In An Instant. The premise: authors boiling their lives down to six words. The practice is based on Hemingway. And the results are fantastic. (ex: “Father: ‘Anything but journalism.’ I rebelled.” – Malcolm Gladwell)
Forget the one thing. Shorten the elevator speech. Can you write a six-word memoir for your brand? Six words to tell the whole story?
Six words boil it down to the core. And, when well crafted, leave the room necessary for innovation and imagination. And whether or not you end up with the perfect six words, the exercise will help get rid of all the fluff.
So get editing. Build briefer briefs.
One Response to “The Re-definition of Brief.”
Posted on Feb 19, 2010 by ckrasovich
Useful exercise for concisely identifying goals.
I like it.