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let me show you how to write a creative brief with an example from cheetos with the brief formula we want to set up a consumer problem that our product can help address in the ad for cheetos we see that their new product is a great solution for a common problem with the creative brief formula its a fill in the blanks formula with the get being the consumer target the who being the consumer problem the two being the consumer goal and the buy being the single-minded message 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 so lets look at the super bowl spot for cheetos starring m.c hammer and then break down the brief cheetos has popcorn now hey im gonna need you to never mind you cant touch this help you cant touch this you cant touch this you cant touch this i trust you stop hammer time i touched it new titos popcorn it