...and another thing...

Creative briefs should indeed inspire.  Arguably to inspire you need to know, or at least appear to know what you are talking about.  In other words, credibility, like in any persuasive form of communication, is crucial to crafting an effective message.  Let's face it, a creative brief is a form of persuasion - as a planner we conduct research, gather perspectives and "facts," and develop a strategic approach that champions both consumers and a brand.  But if creatives see your brief as full of it, or your "insights" as obvious, they will likely not sufficiently believe in your guidance for a strong message to result.  So inasmuch as a brief provides guidance and inspiration, content included must be persuasively credible.

I came across the sign below the other evening.

 

What a fantastic way to kill your credibility than with a typo!  Such an oversight communicates carelessness and disregard for quality, and may result in miscommunication - all things that should not be introduced into any creative or strategic process.  When writing a brief, love the words you use, care for them, look after them; treat them with the respect you want creatives to treat your audiences and the messages they craft to connect with them.

Comments

[Marcie Blagden]

While applying for summer jobs last spring, I definitely noticed how influenced I was by the rhetoric and word choice of the employer. I noticed that I began to associate the company with whomever it was that I was corresponding (via email in many cases). I noticed that one person in particular made multiple mistakes when deciding between the words “they’re, their, there”. At first I found it somewhat funny and figured I should look at it as a “see there is nothing to be nervous about, everyone makes mistakes” sort of thing, but after she made the same mistake multiple times I couldn’t help but roll my eyes. Needless to say, I decided to take a job from another company and continue to associate the company who employed the woman whose grammar was poor as somewhat tainted. As journalism students, I think we are simply more likely to cringe at grammar and spelling mistakes. With that said though, I have certainly come across many non-journalism majors who feel irritated or let-down by people who out of carelessness make grammar and spelling mistakes. Even “mistakes” that are made on purpose irritate me. I cringe at Quik-E mart signs and hate the ROTFL, LOL, BRB, BTW, etc. messages that pop-up on my phone and computer. I like words. I like people who use them correctly. And now that I have likely proven myself to be slightly neurotic I will end this post.

[Victoria Stephens]

"Aoccdrnig to a rscheearch at an Elingsh uinervtisy, it deosn't mttaer in waht oredr the ltteers in a wrod are, the olny iprmoetnt tihng is taht frist and lsat ltteer is at the rghit pclae. The rset can be a toatl mses and you can sitll raed it wouthit porbelm. Tihs is bcuseae we do not raed ervey lteter by it slef but the wrod as a wlohe. ceehiro."

http://www.languagehat.com/archives/000840.php

This being the case, would one in 10,000 people even notice?

"Sleon une édtue de l'Uvinertisé de Cmabrigde, l'odrre des ltteers dnas un mtos n'a pas d'ipmrotncae, la suele coshe ipmrotnate est que la pmeirère et la drenèire soit à la bnnoe pclae. Le rsete peut êrte dnas un dsérorde ttoal et vuos puoevz tujoruos lrie snas porlblème. C'est prace que le creaveu hmauin ne lit pas chuaqe ltetre elle-mmêe, mias le mot cmome un tuot."

Same in French...human minds just work that way.

Especially as we move to the TXT MSG language of Acronyms

BTW FTR IMHO TSIA. (SCNR)

http://www.netlingo.com/emailsh.cfm

The English language and how we communicate is changing rapidly, to the point that being understood quickly is the main point.

So don't %*@:-)

Even our little AIM product boosts a page:
http://www.aim.com/acronyms.adp?aolp=

KIS - RUOK with that?