Designed by Apple in California video
For the client:
What is the problem you want to solve?
For the target audience:
What consumer needs are we trying to meet?
What are we creating?
Who are we talking to?
A precise demographic profile of each audience.
What is the tone/voice of the creative? If your brand were a person, these are the characteristics you would use to describe it.
What’s required for success?
Any brands or marketing campaigns that may inspire the creative team? Additional thoughts or direct quotes from audiences that may help the team better understand the consumer, category or your company?
What are three to four competitors similar to your project?
What are the consumer insights?
What do they care about, emotionally?
How do they relate to the category and brand?
What are their current thoughts, feelings and behaviors that relate to this project?
What’s supposed to happen? What do we want the target to do in response to this work/project? Is there a behavior or perception we are trying to change?