Brand brief

Daniel M. Jackson and Paul Fulberg

Chapter Chapter 17 in Sonic Branding, 2003, pp 100-103 from Palgrave Macmillan

Abstract: Abstract In creating our model, we drew heavily upon our experiences in different realms of communications and creativity. Paul’s training and career in advertising, in particular, were extremely useful in giving Sonicbrand an understanding of the importance of the creative brief to any project. Getting the right brief is half the battle. We realized quickly too that in order to build sonics from a brand perspective, with the flexibility to work across all platforms and media through time, we would have to start with a very solid understanding of the brand before we got near to the creative work itself.

Keywords: Creative Work; Human Energy; Central Belief; Soft Technology; Sentative Group (search for similar items in EconPapers)
Date: 2003
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-50326-7_19

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DOI: 10.1057/9780230503267_19

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