Crispin Porter Bogusky Brief Format

[vikas]

Key Elements


AT A GLANCE

- What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?

TENSION

- What is the psychological, social or cultural tension associated with this idea? What makes our target tense about the idea?

QUESTION

- What is the question we need to answer to complete this assignment?

TALK VALUE

- What about the brand could help us start a dialogue between the brand and our consumers, among our target and/or within pop culture?

[jungle ki raani]

I love this line

"- What is the most relevant and differentiating idea that will surprise consumers or challenge their current thinking of the brand?"

[vasanth]

If there is one agency that i really really wanna work for! its CP+B...

[vasanth]

Nice post vikas... thanks...

[MissMallu]

If there is one agency that i really really wanna work for! its CP+B...

why do you say that?

[vasanth]

Have you read their case studies? Some of the best gurilla campaigns are by CP+B, for example the Volkswagen MiniCooper campaign. Follow the link below and you will know what i am talking about

http://advertising.about.com/od/profile ... ogusky.htm

[Hasmukh]

CP+B is too cool!

[amey katkar]

they have changed the way people relate and look advertising for...!!!

[TruthHurts]

I like this question:

- What is the question we need to answer to complete this assignment?

although I am not sure how many agency creatives get a brief at all...