🎯 Key points for quick navigation: 00:13 *A creative brief distills a business problem into a human problem using six key inputs: goal, target audience, problem, insight, single-minded proposition, and action.* 01:08 *Seamless aimed to become the top food delivery app for 20% of New Yorkers using delivery apps, leveraging the city's dense population and heavy app usage.* 02:14 *New York transplants saw all food delivery apps as similar due to ubiquitous sign-up discounts, needing differentiation to integrate into their busy city lifestyles.* 03:22 *Food delivery in New York symbolized success and social engagement for transplants, not laziness, aligning with their desire to feel like authentic New Yorkers.* 03:50 *Seamless differentiated by offering the widest variety of restaurants, emphasizing diversity which appeals to the New York lifestyle and community integration.* 04:33 *The action for Seamless was to position itself as essential for New York transplants, integrating seamlessly into their urban survival strategy.* Made with HARPA AI
I just stumbled upon your channel, you output great content. Seeing your newer videos, you distill the creative brief in a simpler fashion. Do you still use this older format in your work?
If it's a creative brief, not a client one, why do we go with a business goal rather than a consumer's? Is it a specific feature of the Sacred Six brief or something else?
Correct, you want to be looking at what is stopping them from their perspective as they will only care about their problems not the businesses problems.
Hey Julian, great stuff, to my shame I've only just stumbled upon you, plenty to go binge! Btw the template link 🔗 below is throwing up an error page for me. I'll go find the resources by way of Google. 🙂
Translating business problem into human proble. goal, TA, problem, insight, single minded proposition, action
This was very helpful for refining my creative brief; great video!
U never disappoint us. Thank You SO So Much!
👏👏👏
Great video!! I think so many agencies miss the insight and don’t make it as strong as it could be.
simple, concise, great info!
Thank you :)
Thank You, Julian. Exhaustive analysis. Very helpful. I observed "action" was labeled "Problem" at 4:31 of the video. A mistake I submit.
SO HELPFUL!
🎯 Key points for quick navigation:
00:13 *A creative brief distills a business problem into a human problem using six key inputs: goal, target audience, problem, insight, single-minded proposition, and action.*
01:08 *Seamless aimed to become the top food delivery app for 20% of New Yorkers using delivery apps, leveraging the city's dense population and heavy app usage.*
02:14 *New York transplants saw all food delivery apps as similar due to ubiquitous sign-up discounts, needing differentiation to integrate into their busy city lifestyles.*
03:22 *Food delivery in New York symbolized success and social engagement for transplants, not laziness, aligning with their desire to feel like authentic New Yorkers.*
03:50 *Seamless differentiated by offering the widest variety of restaurants, emphasizing diversity which appeals to the New York lifestyle and community integration.*
04:33 *The action for Seamless was to position itself as essential for New York transplants, integrating seamlessly into their urban survival strategy.*
Made with HARPA AI
"in NY, it's a sign of success" - never felt more validated lmao
Hahah yep it makes the struggle feel seen!
Very helpful ✌️ thank you sir
awesome breakdown!
Thanks! 😅
This is great thank you!
Glad you liked it, thank you so much!
Excellent Video
Glad you enjoyed it, thank you so much!
I just stumbled upon your channel, you output great content. Seeing your newer videos, you distill the creative brief in a simpler fashion. Do you still use this older format in your work?
The one I show in the new videos is way easier to adopt and quite well known in ad agencies so I would go with that
Cool, helpful video
Thank you! 🙌
hi! can you give an example for a brand with a problem?
Did you buy your shirt at Dan Flashes? The pattern is fairly complicated. Looks like it costs about $450.
Thank you
If it's a creative brief, not a client one, why do we go with a business goal rather than a consumer's?
Is it a specific feature of the Sacred Six brief or something else?
You're right, this should be the consumer goal not the business goal! If I could re-record this I would change this.
Love this! So is 'The Problem' the reason why the target audience hasn't made the purchase from their perspective? That section confused me a bit.
Correct, you want to be looking at what is stopping them from their perspective as they will only care about their problems not the businesses problems.
Hey Julian, great stuff, to my shame I've only just stumbled upon you, plenty to go binge! Btw the template link 🔗 below is throwing up an error page for me. I'll go find the resources by way of Google. 🙂
Oooops sorry about that. Here's the new link to the creative brief template: courses.strategyfinishingschool.com/creative-brief-template-sacred-six
@@JulianCole Legend! 🌟
Good stuff. But ‘Busines problem’...
Oops. 😅