I’ve made a bullshit-proof creative brief template that will hopefully help people write briefs that aren’t full of nonsense nobody gives a shit about.

I’ve already lost a lot of you and I haven’t even said anything yet.

That’s how strongly people in strategy feel about the words “brand purpose”. How the hell did we get here, and why are we still talking about this?

Well, I’m going to try and unpack what I think brand purpose is, what it isn’t, who can use it, and why the intentions behind it are still important and worth thinking about.

Nobody likes a know-it-all. Or do they?

In our industry, know-it-alls are sometimes called Planners.

I’m a big fan of stupid questions.

And by stupid, I’m referring to the questions we often think of as too obvious to ask.

“Shouldn’t you know this already?”

Well, perhaps I do. Perhaps others in the room don’t.

Creative thinking often feels miraculous, like our thoughts are plucked from the ether.

However, the creative process itself is often ordered.

With the right inputs, the output will reveal itself naturally.