The brief is not the assignment

A brief tells you what’s wanted: a logo, a campaign, a website by a certain date. It’s a useful document, and we read every one closely. But a brief is a description of a task, written by whoever had to write it down in a hurry. It’s not the same thing as understanding who that task is actually for.

The real assignment sits underneath the brief. Who is this brand actually talking to? What do they already believe, and what would it take to change their mind? Those questions aren’t usually in the document. They’re the reason we ask more of them before we start.

Answer the brief on its own terms and you’ll deliver something competent. Answer the person behind it and you’ll deliver something that works.