Meryl Streep closed her Golden Globe acceptance speech with “Take your broken heart, turn it into art,” a borrow from Carrie Fisher. As I dried my tears after watching Ms. Streep I thought about my craft and how important feelings are in brand strategy. When writing a brand brief, I tend to go long form. Creatives say they don’t like this, but it’s how I work. As I work through it, if my brief is flaccid and too business heavy it goes in the trash. I know when a brief is working because I start to feel something.
There’s an old advertising axiom, “Make them feel something then do something.” It works in strategy too.
Like all good writing a good brief evokes a response. When my blood pressure changes, when I go flush, giggle or smile, I know I’m onto something. In a zone. More importantly, I know my clients and content creators will feel it.
Meryl Streep is more than a great actor she a wonderful evoker. Brand strategy is meant to package or direct how consumers evoke. Those who purchase while feeling are much more apt to remain loyal.
You feel me?