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let me show you how to write a creative brief with an example from hinge my name is julian cole a strategy trainer and consultant to leading brands like facebook uber apple and disney on this channel i want to help you master the fundamentals of strategy im going to show you how to use the creative brief format of the get who to buy the brief formula is great because it follows the one rule of creative briefs be brief its a fill in the blanks type format with four key pieces the get the consumer target the who the consumer problem the two the consumer goal the buy the single-minded proposition so lets look at the spot for dating app hinge and then break down the brief [Music] hinge wants you to meet someone great even if it kills us [Music] because when you find the real thing you wont need us anymore which is kind of the point [Music] hinge the dating app designed to be deleted so the target was young millennials in capital cities the problem for this audience was that they saw da
