brand strategy technique

You are currently browsing articles tagged brand strategy technique.

The short answer is about 45 minutes. The long answer is maybe 100 hours.  Someone once asked Picasso how could he charge tens of thousands of dollars for a sketch that took him only 10 minutes to draw.  His response was “That sketch took me a lifetime to draw.”  I paraphrase.

I’m no Picasso. Plus any cache in the brain, save some technique and linguistic phrasing, stays in the brain.  Every brand brief is a like snow flake. Each brand brief is built from scratch; leaning heavily on customer care-abouts and brand good-ats. All that information takes time to amass. I’ve taken months to write a brand brief. I’ve taken weeks.

In some cases multivariate statistical analyses were used. And slopes were plotted. Findings clustered. Interviews by the hundreds. Others have been developed on a shoe-string. 

On most proposals I say it takes a month to write a brand strategy brief.

Now, to the next question: How long is a piece of string?




Tags: , , , , , , , , ,