The Creative Brief

When an assignment is ready, the copywriter needs a proper creative brief. The creative brief is a template document that provides the critical information the writer must have to complete the job. It should include:

• The working title
• A 2-3 sentence overview of the purpose of the content
• A description of the target audience
• An explanation of what action the reader should take after reading it (specific call/s to action)
• The high-level talking points
• Additional secondary talking points (if applicable)
• Links to supporting research (if applicable)
• Keywords (if applicable)
• Approximate word count

A solid creative brief gives the writer context as well as specific instructions for creating the piece. The test of a good creative brief: if the editor, client, or company leader looks at the finished piece and says, “This is exactly what we wanted!” the creative brief is a smashing success.

Creative brief tip: Listen to the writers

Companies seldom if ever roll out perfect creative brief templates the first time around. However, by listening carefully to questions from the writers after they receive the brief, you will spot weaknesses; that is, things that are not clear.

 

I Miss The Mess

 

I miss when disagreeing didn’t feel like a freaking divorce.

You know, back when people could argue about anything -- God, ghosts, or whether Green Day sold out after Dookie -- and nobody needed a therapist afterward. When “you’re wrong” didn’t sound like “you’re dead to me.” You just disagreed, rolled your eyes, and moved on to splitting a pizza afterward. 

Back then, disagreement had texture. It was messy, human, and slightly exhilarating … sort of like a mosh pit for ideas. You’d go in swinging, come out sweaty, maybe missing a metaphorical shoe, but alive ... and maybe, just maybe, it would change something small in the way you saw the world.

Now every conversation feels like a hostage negotiation with emojis. Everyone’s treading on eggshells, smiling through their teeth, terrified that a single misplaced opinion might get them blocked, canceled, or excommunicated from the Church of Mutual Validation. The whole thing’s gotten sterile. Safe. Beige. Like everyone’s scared to leave fingerprints on anything.

I miss the mess.

We used to play with ideas. Now we handle them with tongs and rubber gloves.

I miss when words had weight but not explosives strapped to them.

I want the texture back. The push, the pull, the beautiful awkwardness of not seeing eye-to-eye. Conversations where everyone’s a little uncomfortable but walk away going, “Hmmm…”

I want the “hmmm.” Because that “hmmm” is the good stuff. That’s the sound of a brain stretching. That’s the soul of conversation.

I don’t want to live in a world where we all nod politely through life like bobbleheads at a stoplight. I want to argue with my friends about aliens, AI, and whether pineapple belongs on pizza (it does, fight me), and still share the pizza, pineapple or not..

Not everything needs to be resolved. Sometimes it’s enough to just wrestle with a thought together, scuff it up a little, and walk away still liking each other.

So yeah, I miss when disagreeing didn’t feel like a divorce. When conversation was a playground, not a courtroom. When being challenged didn’t feel like being erased.

We don’t need to win all the time. We just need to stay curious, stay kind, and feel safe to stay at the table when it gets uncomfortable.

So, let’s bring back the mess. Let’s argue, question, laugh, push, listen, and still split the pizza. Because maybe the best conversations aren’t the ones that make us right. They’re the ones that make us think.

Let's bring back the mess.

What Political Nicknames Teach Marketers About Brand Positioning

Master of political nicknames Donald J. Trump, the 45th and 47th President of the United States.
See below for nicknames for Trump and nicknames he uses on the opposition.

As professional marketers, we like to believe we’re above the fray. We talk about value propositions, differentiation, and brand purpose. Politicians talk about each other. Often in ways that would get a junior copywriter fired.

But if you strip away the volume and the venom, what’s happening in modern political name‑calling is a master class in positioning.

Uncomfortable? Yes. Useful? Also yes.

Because branding, at its core, is about two things:

How you define yourself  and how you define the alternative

Politics just does it with fewer filters.

Positioning Is Always Comparative

One of the most persistent myths in marketing is that you can position yourself without referencing competitors.

You can’t. Every brand lives in a competitive context, and even silence is a form of comparison. If you don’t frame the market, someone else will: your competitors, your customers, or the general public.

Political nicknames make this explicit. They aren’t arguments. They’re compressed positioning. Two or three words designed to answer a single question in the voter’s mind: Who is this person relative to the others?

That’s the same question buyers ask of brands.

Compression Beats Nuance

A nickname is an aggressively simplified brand narrative. Memorable. Emotional. Repeatable. That’s why it spreads.

Marketers often confuse simplicity with weakness. In reality, markets run on shortcuts. The simpler the idea, the faster it travels. This is why categories stick. Why cliches persist. Why unfair labels are so hard to shake.

Nuance doesn’t scale. Compression does.

When Positioning Turns Toxic

Politics also shows us the downside. There’s a line between positioning and dehumanization. Once crossed, attention may increase, but trust can decrease.

Brands do this too. Snarky comparison pages. Mean‑spirited ads. “Us vs. the idiots” tone. It can win the click. But it cheapens the category and teaches the audience not to take anyone seriously.

Strong brands don’t just win moments. They create gravity.

Three Takeaways for Marketers

1. Vacuums get filled 

If you don’t define your position clearly, others will do it for you. And they won’t be generous.

2. Test your positioning under compression

If a hostile audience reduced your brand to three words, what would they choose? You may not like the answer, but you need to know it.

3. Tone scales

How leaders talk about competitors becomes how teams sell, and how customers repeat the story. Model contempt and you’ll get noise. Model clarity and you’ll earn trust.

Branding is a long game.

Politics shows us what happens when positioning becomes pure performance: lots of attention, very little confidence. Smart marketers should study the mechanics, without copying the behavior.

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Political Name‑Calling as Market Response (How negative name‑calling escalated and how the market reacted)

Donald Trump normalized aggressive, negative nickname‑based attacks on opponents. The opposition, the public, and the media responded largely by directing the bulk of negative naming back at Trump himself. Notably, opposing elected officials tend to avoid participating directly in this behavior; most counter‑naming comes from commentators, citizens, and media culture.

Trump’s Nicknames for Others (Positioning Opponents)

Trump is a prolific nickname-giver, referring to others in ways that he feels makes them look weak and makes him look stronger in comparison

Target	Nicknames
Joe Biden	Sleepy Joe, Crooked Joe
Hillary Clinton	Crooked Hillary
Ron DeSantis	Meatball Ron, Ron DeSantis‑monious
Gavin Newsom	Governor Newscum
Ted Cruz	Lyin’ Ted
Marco Rubio	Little Marco
Jeb Bush	Low‑Energy Jeb
Nancy Pelosi	Nervous Nancy
Bernie Sanders	Crazy Bernie
Elizabeth Warren	Pocahontas
Adam Schiff	Pencil Neck, Shifty Schiff
Nikki Haley	Tricky Nikki
Kim Jong Un	Little Rocket Man

Nicknames Commonly Applied to Trump (Market Pushback)

Nicknames for Trump have become part of how we process one of the most unconventional political figures in American history.

Source

Nicknames

Public / Media Culture

Teflon Don, Don the Con, Mango Mussolini, Cheeto‑in‑Chief, Tangerine Palpatine, Orange Julius Caesar, Commander‑in‑Tweet, Teflon Don, TrumpleThinskin, Mango Mussolini, Narcissist in Chief, Don the Con, Tangerine Palpatine, Commander-in-Tweet, Hair Force One, Cheeto-in-Chief, Tiny Hands Trump, Orange Manbaby, Cadet BoneSpurs, Tangerine-Tinted Trash-Can Fire, TACO (Trump Always Chickens Out, The Apricot Antichrist, Lord of the Lie, The BOSS (Babbling Orange Shit Stain), The Orange Overlord, The Pumpkin Pinocchio, The Butternut Blowhard, The Bronze Bloviator, Velveeta Voldemort, Humpty Trumpty, Orange Julius Caesar

When one actor aggressively defines others, the market eventually responds by defining them. And the response is rarely controlled, kind, or reversible.

That’s not a political lesson ... that’s a branding one.

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A Final Observation: We're living in a time of great political division and name calling has accelerated to record levels. Donald Trump's personality and actions have been ground zero for this action, but it's also a symptom of how our media environment has changed. Social media rewards the most provocative, memorable content. A clever nickname goes viral; a nuanced policy discussion doesn't. We've gamified politics into entertainment, where dunking on the other side gets more engagement than actual dialogue.

Sip Hole

 

After several thousand cups of coffee in cardboard “to go” cups, I’ve learned one important thing: never let the sip opening in the plastic lid line up with the seam of the cup itself.

If they align, there’s a decent chance you’ll get the slowest leak imaginable. Not enough to notice immediately. Just a tiny stealth drip.

I learned this the hard way years ago and now check every lid automatically. Locate seam. Rotate lid. Sip. This is my process now.

Turns out I’m not alone. I recently noticed Panera is printing the words “sip hole” near the rim of their cups to help customers position the lid properly and avoid drips.

But “sip hole”? That’s the phrase a room full of adults approved?

It sounds less like coffee guidance and more like a minor plumbing issue. Or a medical condition. Or an argumentative outburst: “Shut your sip hole, pal.”

Still, I admire the effort. In a world where most corporate language exists to manipulate, distract, or sound “engaging,” here is a tiny piece of copy trying to solve an actual human problem: don’t wear the coffee. Saying, essentially: “Turn the lid slightly or you’ll baptize your sweater in Colombian roast.”

I wonder what other suggestions the creative team suggested before “sip hole” was chosen … maybe “Drink here -- opposite seam.” This might not have been as clever. But neither is arriving at work looking like your latte sneezed on you.

Anyway, once you’ve experience the drip of this coffee delivery system design flaw, you’ll never forget to check for proper alignment.

And maybe that’s adulthood in general: discovering that most systems work just well enough to keep moving, while ordinary people quietly invent survival techniques nobody officially teaches.

Mine just happens to involve rotating a coffee lid 180-degrees clockwise.