WHAT IS IT ?
In this step you will find information about the Brand Builder, who is asking you to propose a Solution for the challenge. He introduces himself (as a Brand of course :) The more you understand about the Brand, the more chances you have to create what is wanted.
IMPORTANT: There is a possibility that the Brand Builder prefers not to disclose who he is, usually for confidentiality reasons. Such Briefs will be published in an anonymous way. In this case the Brand Builder will say as much as he feels comfortable saying.
Here are two EXAMPLES
In case there is no problem with disclosing the identity (VISIBLE):
“NMN -No More Nicotine- is a Brand that promises to counteract the damages to the skin that can be caused by smoking. NMN is distributed in pharmacies and drugstores and its price positioning is middle-high; it is mainly promoted through professional endorsement and is not massively advertised.”
In case the Brand doesn’t want to disclose his identity (ANONYMOUS):
“Brand counteracting the damages to skin caused by smoking. Its products are distributed in pharmacies and drugstores with a middle-high price positioning; they are mainly promoted through professional endorsement and are not massively advertised.”
In summary: Who is your client (in a visible or “anonymous” way :)
Besides, this personal item has to have another function, which is to link people together: with this item, you have a reason to talk to a chosen person you don't even know in transport, or in a concert, wherever, because this item enables you to naturally share a moment, a feeling, a message or something physical (eatable, breathable...) with this person.
The objective is to create a new individual icon that will both protect us and stimulate our ability to be more open towards others.
!!! Update as of July 29 !!!
1. Understand manifeste brand personality by looking at existing products (on website) + additional brand information (issuu book + blog, also accessible from web homepage). edition #01 is devoted to love for newborn that comes on earth, shared with the parents. edition #02 evokes emotions such as nostalgia to teenage times when we worn a grey sweater, slept in it, spent time with friends. edition #03 is about emotion of playing with a wallet that turns into a heaven & hell (kids) game, and the personal feeling of using a bag that can be transformed into a scarf and a wind-cheater (garment). Therefore, please, produce a solution that evokes another strong emotion in-line with manifeste brand.
2. Be sure your solution is answering all adjectives about the brand (not just one or two) from the visual presentation.
3. Solution can be one thing or better, a set of different items. Please, don't focus on a single jewel as this category is crowded with so much offer.
4. Solution should be really functional so you'd like to have it with you in any bad moment of your life.
5. It should bring you feeling of safety and self-confidence in any other moment of your life (e.g. in communications with others, not only in dating...)
6. We need not just a "nice" solution, but really an invention, that will really change our lives and become universal (like a bicycle, or a bar of chocolate...)
7. Solution has to stand in one line with the 9 objects shown in the presentation (innovative design, modified our lives + perceptions). It has to become the number 10 in the line.
!!! The end of update !!!
WHAT IS IT ?
This is the task the Brand Builder asks you to accomplish. If you don’t understand it, you are completely out of luck !
EXAMPLE
“We ask the Creators to develop a print advertising campaign in order to increase Brand’s visibility. It will be used in national magazines this spring.”
In summary: It’s the objective of the client, therefore your objective too !
WHAT IS IT?
People that the Brand Builder wants you to entertain and persuade to think, feel or do something using your creation. Usually you will read about their age, sex, social level and behaviors. You should always keep that information in mind while creating, as the target audience is the final recipient of what you create.
EXAMPLE
“Smoking girls and women who would like to quit smoking but can’t. Usually health-conscious adults who care about their looks. They feel guilty about smoking because they know it is harmful. They read books about it. This is a real problem for them: it’s like “My brain wants something, but my body acts of its own accord”. They don’t relate to my brand, they are just waiting for a trustworthy “helping hand”.
In summary: Get under their skin !
It is about self-expression, creativity, true feelings & sensations that can make your life more intense, and worth living.
WHAT IS IT?
The thing that the Brand Builder wants to make the target audience think/feel/do because of your creation.
Here are some very concrete examples:
∞ Some things people can think/feel:
- There is a new Brand (or product or idea or...) out there
- This Brand is better than the alternatives or than it used to be
- This Brand is worth paying more for
∞ Some things people can do:
- Start buying the Brand’s products
- Buy the Brand more often
- Stock more products of the Brand in their outlets
The above written examples are very concrete whilst often the proposition of the Brief is emotional. That’s even better as it can be more inspiring!
EXAMPLE
“We’d like to encourage smokers to use NMN in order to minimize the damage to their health while they are keeping giving up smoking (especially if they’ve already tried and failed before).”
In summary: Get inside their brain !
WHAT IS IT?
This is the key to achieving the objective. It is what supports the proposition and makes it believable. Usually it is a rational statement.
EXAMPLE
“Every cigarette you smoke is causing damage to your appearance. A recent study took several pairs of identical twins where one twin was a lifelong smoker and the other had never smoked. The smokers’ skin was a quarter thinner than that of non-smokers, and in some cases there were differences of up to 40%. NMN contains thinning-blocking anti-oxidants which counteract the effect of nicotine on the skin.”
In summary: You are looking for arguments? You’ll find them here!
WHAT IS IT?
It’s who the Brand is. Yes... who!
Treat the Brand as a human being, as it has its own personality. To know the personality of the “client” is fundamental in order to provide a tailor-made job. So, read carefully the listed adjectives...
EXAMPLE
“Scientific, trustworthy, result-oriented, ‘a party’ to achieve your goals.”
In summary: Imagine the live person !
The launch will be organized in the country of the chosen creator, if relevant, through a special event that will host major opinion-formers including artists & designers.
Selected Press will talk about this launch + special event, backed up by online activity in influential blogs & partner websites.
WHAT IS IT?
A list of places (or media, or things) where the target audience will see the outcome of your creation. In this step sometimes the Brand will also acknowledge you how much he plans to invest into production. This information will give you an insight whether to create a BIG project or make it small... :)
EXAMPLE
“This campaign is going to appear in lifestyle- and health-focused women magazines of New Zealand, during the spring of 2009. We plan to invest 500,000 USD, which means approximately buying 100 single pages.”
In summary: Consider the medium !
∞ clear description of the concept with validation of its potential on a global scale
∞ visual presentation of the solution with technical/3D drawings
∞ key-visuals that will be used for the launch.
If the Brand has preferences or technical requirements that your Solution has to match, you will find them here.
Here are some items that you may find in this section:
∞ Guidelines or mandatory inclusions (do’s and/or don’ts)
∞ Business objectives
∞ Market and competitors overview
∞ Good and bad samples
Depending on the Brief, you may also find some files attached with a logo, pictures of product(s), a template that you should use in order to submit your ideas, or any other file that the Brand wants to share with you. So, study the attachments before starting creating.
In summary: Anything else you need to know (not written in the 7 steps before) !
