Definition
The document gathering purpose, positioning, value proposition, personality, values and core message. It's the brief for everything that follows.
In practice
Two well-written pages. If the designer, the copywriter and the media manager read it and arrive at the same brand, the platform worked.
Amplifik service related to this term
Brand strategy & naming
Positioning, value proposition, brand platform and name — the map before the drawing.
Related terms
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