Hugo Saavedra
Jun 27, 2013

Brand-Building Series: Avoid the jungle brief, the prison brief and other pitfalls

In our continuing brand-building series, Hugo Saavedra, senior consultant with EffectiveBrands, shares some tips on what to do—and avoid—when developing and delivering a winning brief.

The deadly 'prison brief' stifles creativity

By now, most marketers concede that they no longer own the brand. That the most important brand conversations are not the ones taking place between the brand and consumers, but amongst consumers with the brand in absentia.

The consumer may own the brand, but marketers still own the brand communications that go out the door. And the bestthe onlyway you can influence that work is to ensure that it is informed and inspired...

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