How can I write open briefs? Can anyone recommend good references?

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The best open briefs include: a core equity for the brand you are pitching + a current cultural tension. It can be as simple as that. Start with something the brand is deeply known for and can win on… Nike’s unwavering support of athletes, BK’s have it your way, Apple’s human centered design. Then look at cultural or audience tensions that the brand’s core equity can resolve or bring new attention to. Then you have a very simple: here’s the problem, here’s how we can solve it, and this is why it’s something we can own.

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Yes, I think if you can give them the brand equity and come up with a few cultural insights that’s enough to get teams going on how could we solve this.

One framework that EatBigFish used to use is that they’d identify one macro brand “enemy” (an overarching cultural force - not some individual competing brand). Then underneath that they’d identify 5 to 8 “sins of the category/culture” that ladder up to the enemy, which your brand could try and solve. Could be a fun model to use each sin as an open brief, assuming you’re pretty confident on what that macro enemy is…

Here are a few enemies that I’ve reverse engineered

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https://www.dandad.org/en/d-ad-creative-inspiration-brief-templates/

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Thanks

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