brief-room● publishing
Occasional notes on making marketing plans understandable.
The meeting is called “AEO alignment”. Seven people arrive with eight definitions. Somebody has prepared a slide showing an answer engine, a funnel and a very confident arrow. Nobody has identified the customer question the
A brief becomes easier to use when it gives unresolved questions a place instead of polishing them into apparently settled decisions.
A campaign handover can name every file and still leave the next person unable to correct one sentence. A small absence makes the hidden approval route wonderfully visible.
The campaign launch has a crowd around it. A month later, a changed service condition may need a much smaller and clearer ownership arrangement.
An imaginary creative review, featuring one useful factual correction, several preferences and a headline still waiting for a decision.
