Alchemy is alive and well, if you believe
The brief isn't a box. It's a door with a sign on it reading, "I dare you to enter."
Just about every creative brief template I've read has all the right questions that can lead you and your team to bigger, more exciting transformational places for your brand. The question is, are you willing to take the time and energy to arrive at bigger, more exciting transformational answers?
"Brand X will let you live forever."