The goal of a brand.
The collection of ideas that will help reach this goal.
It keeps an idea fresh.
It keeps an idea clean.
It keeps an idea sexy.
Here is an example of what a brand brief looks like:
A brand brief will also help hold everything together.
If your brand starts to stink, change it.
To help improve the meaning of these lyrics, visit "Digital Wisdom (Introduction)" by Shelly Palmer and leave a comment on the lyrics box