S02.EP19 - Creative Briefs & Strategy Fundamentals with Julian Cole
JUST Branding
What Is an Insight?
The creative team have to work with that. They often think that are we just want at all positive. Or the client gets really excited and they just want to talk about the features, and they never tell you what the problem they're solving is. And so y alwa, hold up a minute. That is where an insight starts to lie between the amho statement, the consumer problem and the solution. The way im i define an insight, which is from richard huntington, is it has to be lation. So it has to reveal something new to the consumer.
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