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KIMM Brief Form
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Email
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Name & Surname
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Brand
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Project
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Requested Deadline
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DD
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YYYY
Brand Communication Objective
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Background
What is the project background? What is the position of the product within the wider marketplace but also against competitors? What has prompted this brief? What is the problem that needs to be solved?
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What is the business/marketing objective?
How will you know you’ve been successful? E.g sales targets. How will this be measured i.e what mechanism will you use to measure? And over what time period?
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How do they currently think, feel and behave towards the brand/category/product area?
What are the barriers? Are they doing something that we need to change?
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What would we like them to think and DO in response to the communication?
How do we want individual’s opinions of the product and their resulting behavior to change? Be specific.
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What is our unique selling proposition that we want to communicate?
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Why should they believe it?
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What channels are mandatory to activate in?
What are our priorities? Traditional Trade, Modern Trade? Do we need to amplify activity through experiential? Online? What is the role of the execution in each channel?
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What are the key deliverables in each channel?
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Is there any supporting activity outside of this brief?
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What countries do we want to activate in?
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Mandatories
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Key Dates
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Inspiration
Is there anything you have seen or have thought of that could inspire the creative thinking?
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Highlighted in the brief
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