Suits&Sneakers new project brief

An express briefing form for marketing and creative services

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* 1. Brand/Business name

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* 2. Product name

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* 3. Project name

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* 4. Contact name:

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* 5. Contact email

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* 6. Contact phone number:

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* 7. Purpose of this brief

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* 8. WHY?
- Why should a customer buy this product/service?
- What's the one compelling thing to say about it?
- What's the most important thing to say?

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* 9. - Why should we believe you?
- What evidence do you have?

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* 10. WHAT?
- What is the offer?
- What is the most compelling claim/s we can make?
- What language can we use that makes this the most compelling story (eg. Healthy, only, best, first, award winning etc)?

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* 11. WHAT IS MOST IMPORTANT? WHAT IS SECONDARY?
Prioritise what you want to say:
- What is the most important? Should that be in the headline?
- What is the next most important? Should that be in the subheading?

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* 12. - What is it that we are producing? Any specification?

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* 13. HOW?
- How does the offer work? Any details?
- Where can a customer find more information? 
- Are there past examples to reference?
- How will the work be used?
- What channels will it be shared?

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* 14. WHAT IF/ELSE?
- What objections could someone have? How do we counter it? 

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* 15. - What else do we need to know to make this work effective?

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* 16. Any mandatories?
For example - are there images we must use, logos, decals, words, taglines, product varieties?

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* 17. Are there preferences for any assets or particulars?

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* 18. Who needs to be involved in the approval process?

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* 19. Any thought starters?

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* 20. WHERE?
- Where will this work be distributed? Link to any references.

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* 21. WHEN?
- When is the quote due?
- When is the first milestone?
- When is the material deadline?
- When will it be aired?

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* 22. Is this a competitive bid? 

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* 23. WHAT ELSE? (Attach any links to documents or reference that gives background information or will help us with this project)

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