# Big Idea Brief Template

_The exact brief format Stratlyst uses to crack campaign big ideas._

Provided free by Stratlyst - Strategy That Ignites.
https://stratlyst.com

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## Business Problem

One sentence. No marketing jargon.


## Audience Insight

A truth about the audience that, if leveraged, unlocks the problem.


## Single-Minded Proposition

The one thing the audience must take away.


## Big Idea

Express it as a verb-led sentence, not an adjective.


## Mandatories

Brand assets, legal lines, channel constraints.


## Measure of Success

Business KPI + brand KPI + cultural KPI.


## Tone & Reference

Three reference moments (not ads).


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© Stratlyst. Use freely. Attribution appreciated.