Dan Carlton – The Inspired Creative Brief

How to write a creative brief that creates clarity, generates excitement and sparks creativity.

Dan Carlton is the founder of The PARAGRAPH Project. Founded in 2005 to provide marketers an alternative to market research and brand strategy that is either uninspired or over-intellectualized, PARAGRAPH has become recognized as a leader in infusing research with creativity and developing fresh marketing approaches for clients mired in fiercely competitive industries. Over the years, PARAGRAPH has partnered with companies such as Target, Starbucks, Best Buy, Dropbox, Fruit of the Loom, Habitat for Humanity, Land O’Lakes, Google, and Coca-Cola, among others. You can follow him on LinkedIn.

Here’s what you’ll get:

There are five sessions within this course, each providing detailed instruction on an important part of the brief writing process.

I. THE ROLE OF THE CREATIVE BRIEF:

• The three primary functions of a creative brief / What creative teams want in a brief / What a brief should and shouldn’t be / The five sins of brief writing

II. DEFINING THE BUSINESS PROBLEM:

• The art of defining a business problem / The 20 questions to ask when ing a project / Tapping into free resources to gather background information / Conducting a gap analysis / Pulling apart the symptom from the disease / Prioritizing which business problem to solve first

III. DEVELOPING A PROPOSITION:

• Using a Proposition Wheel to brainstorm potential proposition statements / Developing a Creative Brief Prototypes / Evaluating the merits of the proposition statement

IV. WRITING THE BRIEF:

• Understanding the 7 most important brief questions / The difference among a descriptive, promissory and invitational key idea statement / When to use a literal versus a figurative key idea statement

V. ORCHESTRATING THE BRIEFING:

• How to establish rapport with creative teams / Designing the briefing to align with your creative team’s unique learning style / Using DIY design and animation tools to bring the brief to life / How to provide creative feedback without destroying trust

Salepage: Dan Carlton – The Inspired Creative Brief

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