Yesterday a friend and I discussed the challenges we face when either writing or receiving a creative brief. We talked about how we are a moving away from feelings and towards wants and needs.

I believe we should focus on what the brand actually does for the audience why it is also of much more importance getting under the skin of the target group, understanding their behaviour and needs. We should move away from messages and instead focus on the context and find ways to dig into this and facilitate the user in this space. Brands need to provide services for their customers not just pushing messages.

Same evening I discovered this article I think it is absolutely spot on… “Lets ditch the search for a proposition and start looking for what a brand does with/for an audience, not just what it says.”

Thanks!

Via Another Planning Blog