In fact, I would argue that the creative process begins with the focusing energy inherent in a great creative brief.

FORBES: The Creative Brief And The Client's Role In It

Four (forgot, there is one more), there is a corporate risk releasing your creative brief to the masses.

FORBES: When Considering Crowdsourcing Consider The Source

It would take a brand planner two minutes to conjure up a creative brief for the Democratic brand using these key words: hopeful, caring, beneficial, understanding, changing (for better), ethical and innovative.

FORBES: The Republican Party Has A Brand Problem, And We Have The Evidence To Prove It

If the brief is 10 pages long the creative team will hardly be inspired and may not read any of it.

FORBES: The Creative Brief And The Client's Role In It