Choose one or two of your project options, and write a brief for them. Don't feel locked in to an option yet - we can still discuss and adjust next week. As discussed in class, I've combined the standard McCann brief with the CP+B brief. Please follow the example below.
Part 2: Brainstorm Concepts & Tactics
Brainstorm concepts and tactics with your group. What's your insight about the target audience? How do your tactics take advantage of that insight to motivate and communicate? Your brainstorm can result in the following:
- Written description
- Mood boards & examples
- Sketches
I have invited everyone to Box.net - please create an account and use that to upload your assignment. Make a folder with your name and put your files in there.
You can find the discussion deck from the week 2 class on the box.net account:
http://www.box.net/shared/r68j79tbuo
Brief Outline:
- Who is our audience?
- Where are we now in the minds of our audience?
- Where are our competitors in the minds of our audience?
- Where do we want to be in the minds of our audience?
- What is the consumer promise?
- What is the supporting evidence?
- What is the tone of voice?
- What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?
- What is the psychological, social or cultural tension associated with this idea? What makes our target tense about the idea?
- What is the question we need to answer to complete this assignment?
- What about the brand could help us start a dialogue between the brand and our consumers, among our target and/or within pop culture?
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