There is a document that every brand has, and no consumer has ever been allowed to read.
It’s called the creative brief. And for as long as advertising has existed — from the days of David Ogilvy and Bill Bernbach through the Mad Men era and into the digital age — it has stayed inside the building.
You shared it with your design firm, your ad agency, your marketing team. It was the strategic backbone of everything the brand said and did. Sacred. Internal. Never for the customer.
Until last week.
OLIPOP founder Ben Goodwin published a letter on the brand’s website laying out the company’s entire brand strategy in detail. The strategic rationale. The brand’s purpose, values, and differentiation. The why behind the what. Everything that normally lives in a locked conference room, he put in front of his customers.
