If the brief is vague, the work will be vague. Briefs fail when they describe what to make but not why it matters. A good brief defines the audience, the goal, the single message, and the constraint.Constraints are helpful. They reduce interpretation.If you want better work with fewer revisions, tighten the brief, limit reviewers, and define a decision maker. If you are stuck in rework, read Decision Frameworks Prevent Rework. If creative needs structure, read Why Great Creative Still Needs Structure. If you want a system to store approved briefs and outputs, read What a Brand Operating System Is.
