6 The Creative Brief

Chapters in this book

1. Frontmatter i
2. Contents v
3. Acknowledgments vii
4. Introduction and Organizing Framework
5. 1 The Marketing Impact Framework 3
6. Marketing Strategy Tools
7. 2 The Positioning Concept 19
8. 3 The Brand Essence Statement 41
9. 4 Strategy Map Types 73
10. Bridging Tools—From Strategy to Implementation
11. 5 The Strategic Marketing Plan 99
12. 6 The Creative Brief 121
13. Marketing Plan Tools
14. 7 The Marketing Technology Blueprint 153
15. 8 Key Opinion Leader and Influencer Mapping 166
16. 9 Brand Measurement Methods 179
17. Pulling It Together
18. 10 Activating Brand Tools through Practice and Implementation 205
19. Notes 229
20. Index 239