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ght: you send your troops in the right direction, and can win the war. Get the instructions wrong: you can waste your manpower, lose direction, and can lose the war. The Waste of Time ? Brand Position: well known brand ? Brand Objective: increase sales ? Advertising Objective: make people buy more ? Target Audience: female 1825 middle class ? Target Insight/Desire: shop a lot ? Essential Idea: brand X is the most satisfying ? Support: highest quality/made by X ? Brand Personality: fun, thoughtful, helpful, energetic, youthful, warm, exciting, kind, brave, trustworthy, edgy... Writing a Good Brief There is no sing