The Dirty Windows Strategy exercise helps planners correct a big problem with writing creative briefs.
Here's how it goes imagine writing a brief for window wipes.
Off the top of your head what is a problem statement that you could use in the brief?
Here's how it goes imagine writing a brief for window wipes.
Off the top of your head what is a problem statement that you could use in the brief?
There are three types of problem statements.
Marketing Problem statements are written from the business point of view.
They don't help creatives as they don't tell you anything about the consumer and their problems.
Marketing Problem statements are written from the business point of view.
They don't help creatives as they don't tell you anything about the consumer and their problems.
Captivating problems are specific to the product and make the mistake of taking for granted that the consumer is interested in the category.
Most advertising is interruptive, people are usually not looking for this information.
Most advertising is interruptive, people are usually not looking for this information.
Mental bell problems are best, they suggest a problem of the consumer that is broader than the the specifics of the category.
They set up the product as the solution.
You want to ring the bell so next time they think of that problem, they think of your product as a solution.
They set up the product as the solution.
You want to ring the bell so next time they think of that problem, they think of your product as a solution.
There is a place for captivating problem briefs - it is in the looking/buying phase where you have people interested in the category.
But it is a waste to use in mass comms.
But it is a waste to use in mass comms.
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