A great creative brief is an essential starting point for any efficient and productive creative process. Simply put, great campaigns start with great briefs. In this guide you’ll find a complete rundown of important creative brief elements, a recommended template, how to write each specific component of the brief, and a number of examples of effective brief writing. Be sure …
Announcement: New Brand Management Training Program
We are launching a new one-of-a-kind training & development program designed exclusively for client-side consumer brand leaders. The membership program combines training workshop content with live events and a supportive learning community, creating an in-depth, always-on brand management training platform. No more traditional classes that teach textbook theory over practice. No more conferences with high-level fluff that leave attendees with …
Open Session Announcement: How to Write a Strategic Plan
We are pleased to announce that we are running an open virtual training session for the American Marketing Association on March 23rd on How to Write a Strategic Plan. In partnership with the AMA we are making this one-time virtual session available to anyone who wants to attend. Marketing often plays a central role in the creation of long-term strategic …
Ultimate Guide to Writing a Brand Positioning Statement
A sound brand positioning statement is critical for any brand or business that wants to build meaningful equity, win in the marketplace, and clearly direct internal and external partners working on the brand. In this guide you’ll find a complete rundown of core positioning elements, a recommended template, and a number of notable brand examples of effective positioning. Be sure …
Open Session Announcement: Brand Management Fundamentals
We are pleased to announce that we are running an open virtual training session for the American Marketing Association on January 19th on Brand Management Fundamentals. In partnership with the AMA we are making this one-time virtual session available to anyone who wants to attend. Marketing has become more specialized, driven by deeper specialization in digital, social media, influencer, PR …
How to Build a Project Plan for an Ambiguous Innovation Challenge
In my latest article for Fast Company, I walk through how to create a project plan when it’s not clear initially what to do. Excerpt below. If you’re in a leadership role, your team will often look to you for guidance on how to move forward when the right answers aren’t obvious. But judging from 20 years of experience working …
Open Session Announcement: Big Creative Ideas and Feedback
We are pleased to announce that we are running an open virtual training session for the American Marketing Association on November 4th on Big Creative Ideas and How to Give Creative Feedback. In partnership with the AMA we are making this one-time virtual session available to anyone who wants to attend. The creative development process lies at the heart of …