How do you come up with brand platforms? Do you come up with the thought first and then you write different lines that encapsulate that thought? Or do you first come up with some TVC’s to then come up with the line?

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It comes from the strategy usually. Like they would have steers on what the brand platform should talk about. Or usually from the brief, a few words here and there could inspire you. There really is no one way.

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https://www.manifestowriting.com

helpful

Thanks!

From the SMP

It absolutely has to come from a strategy rooted in research. You can come up with as many lines as you want, but if they're not rooted in an insight, they won't be effective. If you're not already working with a strategist, I'd ask for any and all research the company can dig up for you. Also AI is super helpful for research but not as good as talking to real customers obv. Good luck!

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