BRIEF THE BRAIN

TELL US
WHAT MATTERS.

Give us the truth. We’ll find the interesting bit.

PRODUCT—

BASICS

Your nameYour emailBrand / businessShopify order number (shown after payment)Website / product URL

PRODUCT + PROBLEM

What do you sell?Which specific product, offer or business problem are we solving?

PriceThree competitors

Why should anyone choose you?

THE HUMAN

Who specifically buys this?What are they trying to get, avoid, become or feel?What stops them?Paste up to five real reviews, comments, DMs or customer phrases.

CATEGORY + CULTURE

What language or behaviour in your category are you sick of?What is currently working in your advertising or marketing?What is not working?If the customer believed ONE thing after seeing the work, what would you want it to be?

MOMENT MAPPING™

WHERE DOES THIS
PROBLEM COME ALIVE?

When in someone's day, week, year or life does the need become especially real?Are there moments the brand absolutely should NOT intrude on?What data or signals can you legitimately act on?

CAMPAIGN DEPTH

Which channels must this idea travel through?What cultural, calendar or business moments matter over the next 12 months?What would make this campaign famous, shared or talked about?

BRAND DEPTH

Why was the business started? What is the founder/origin story?What do you want this business to become in 3–5 years?What should this brand never become?What parts of the business itself may need to change if the strategy demands it?

THE WEIRD BIT

What's something about the product, founder, customers, business or category that would never appear in a normal marketing brief — but might actually be interesting?

TELL USWHAT MATTERS.

WHERE DOES THISPROBLEM COME ALIVE?

TELL US
WHAT MATTERS.

WHERE DOES THIS
PROBLEM COME ALIVE?