Brand Project #4 Sample: Patagonia's Creative Brief

• Communication Objective:
• To convince dirt bags that Patagonia clothing will only get better and more personal with use because it's created for demanding outdoor activity and uses the highest quality materials.
• Example: To (verb) (audience) that (brand) (product) will (benefit) because (support statement/reason why).
• Target:
• Dirt bags
• Quality/growth mindset
• Environmentally friendly
• Outdoorsy
• Support:
• On a mission to change people's relationship with their stuff, several years ago Patagonia created the Worn Wear program. It was conceived to keep Patagonia gear in motion longer to take some of the pressure off the planet.
• "Every patch is a memory, every tear has a tale. These are the stories we wear."
• Best products
• Innovative technology, etc.
• Products that can be repaired, so you don't have to buy more
• Brand character:
• The environmentally friendly company
• Tone:
• Nostalgic
• Inspiring
• Hardworking
• Enthusiastic
• Simple
• Responsible/non-disposable 
• Single-minded proposition:
• Better than new
• Big idea:
• Celebrate the stories we wear and keeps your gear in action longer to take some of the pressure off the planet