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Methodology
The mechanics of bb&b
The brief
Every good project starts with a good brief! Here are some points to consider.
Simple:
the brief is, to the extent possible, crystal clear.
Accurate:
it raises an internal problem, not that of the market.
Committed:
it sets a course, no room for neutrality.
Concise:
it goes straight to the point.
Our preferred ingredients
what is the project about, which products are involved, which brands are concerned, …?
Context:
What is the project’s origin, why is it launched now, which other projects are connected to it, …?
Problem:
What is the central issue, which problem needs to be resolved, …?
Goals:
Which goals are to be achieved, which quantitative and/or qualitative results are expected, …?
Target:
Who is targeted, which demographic and geographic segment, which functions and hierarchy levels, …?
Insight:
Which insights will help finding the right approach, what is read in-between the lines, …?
Promise:
What are the promises being made, what is the value proposition, …?
Proofs:
What are the facts that substantiate the claims and promises, what are the proofs that will create trust in the message, …?
Thread:
Is there a line of communication to follow, a big idea, a guiding principle, …?
Tonality:
Is there a specific tone of voice to be employed (demonstrative, evidence based, professional, informative, figurative, emotional, rational, symbolic, humorous, playful, funny, technical, …)?
Restrictions:
Are there limitations and restrictions to be observed (technical, legal, economic, …), what is the time frame, what is the budget, …?
Competition:
Are there competitors to be analyzed, if yes, which ones, …?
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