品牌传播创意简报
CREATIVE BRIEF FOR BRANDING COMMUNICATION
客户Client：
品牌Brand：
时间Date：
1.创意工作任务是什么？What kind of creative works is
required?
2.我们希望通过沟通达到什么目的? What goal do we
want to achieve from the communication?
3.品牌面临的挑战是什么？What challenge is the brand
facing?
4.目标受众是谁？Who is the target audience?
5.我们可以利用的消费者洞察（消费者冲突）是什么？What
is the consumer insight (consumer tension) that we can connect with the brand?
6.品牌远景是什么？What’s the brand vision?
7.期待消费者的单一反应是什么？What’s the key
response that we expect to get from our target audience?
8.品牌提供的独特利益点是什么？What is the Unique
Brand Offering of the brand?
9.沟通的调性（不超过三个单词）The communication tone
& manner( in 3 words)
10.沟通举例Thought starters
11.有哪些创意材料和强制性规定？What are the
creative materials and requirements?
GAD/BD签名：
ACD/CD确认：
策划总监/总裁确认：
ECD确认：
