LBT stands for living breathing target. (You were thinking lesbian, bi-, trans weren’t you?) This is a classification I use in my brand and creative briefs. It’s not particularly brilliant or anything, but it is one element of my secret sauce. Most briefs contain a target, a key insight, a prevailing attitude and a reason to believe on their way to the big idea. Mine do too. But often, in this “I want a short brief” creative atmosphere, these inputs are combined. Me? I like a living breathing target. Not a demographic descriptor, not a customer journey, not an archetype – a target that has blood pumping through his/her veins. One that feels and does. A target with a conscience. I don’t write a book, but do find by going all anthropologist on its ass it gives me a deeper think about purchase context. A deeper think, rich in importance.
So when meeting people, interviewing consumers and doing fieldwork, look past what they say and what they do, look for emotion, mannerisms and feeling. These are the things you can parley into a red blooded target.