What President Obama might say about writing a creative brief
Whether you voted for him or not, President Obama changed the nature of campaigning in this country by doing something that anyone whose job it is to write a creative brief will understand. Barack Obama demonstrated a mastery at a public narrative that connected us to a core set of values we share about America and linked those values to a challenge that required action.
He was able to tell us a story we could relate to, engage in and support.
As brand advocates and guardians, we who make our living in the communication business get what it means to tell a story.That's what the creative brief is: it's a story about a product or service that requires action.
When you think about how ground-breaking the Obama campaign was, you begin to appreciate the power behind a story told well.