1. What will be the role of the marketing communications?
2. What is our current ‘brand idea’ AND ‘tone of voice’ (TOV)? And what’s the brand’s vision? (This is the core brand idea to guide the tone and messaging of any piece of communication we do for the brand. )
3. What do they think now? (What kind of problems/frustrations/challenges does your audience have currently? What is their perception of the brand, product/service. Be particularly honest and critical. Apply consumer insight, buyer-behavior and consumer journey thinking.)
4. What do you want them to think? (After they see/read/hear/engage with your campaign, what do you want them to think about for your B, P/S as a result?)
