Memory-First Creative Brief Writing
brandLingual is hosting its 2nd lecture on Memory-First Creative Brief Writing on January 29th, 2026
YOUR CREATIVE BRIEF IS BROKEN
We have a fix. It starts by questioning what the industry still treats as sacred.
Be honest. How grounded in real market behavior is your brief?
Chances are it still relies on the usual furniture:
- a proposition or SMP (the USP in a new outfit),
- a narrowly defined target audience (because someone must be persuaded),
- RTBs stacked underneath to make the argument feel complete.
All of it rests on a familiar belief: with the right message, you can change behavior.
But what if that belief is wrong?
What if you don’t need a proposition or niche personas at the center of your brief at all?
You can listen for more details on our chat about Memory-First creative brief writing:
And Christopher's sharp take on Brand Love & Creative Brief writing:
On Jan 29th, we’ll explore how to rethink the creative brief through an evidence-based lens. What to remove. What to replace it with. And what changes when you stop briefing for persuasion and start briefing for how markets actually behave.
Double the chance to catch us. We’re hosting this in 2 time zones:
✔️ Jan 29th, 8 pm, CET
✔️ Jan 29th, 6 pm, CST
🎯 What will You get out of this event? - benefits
After this session, you’ll walk away with:
- Clarity on industry buzzwords and concepts – finally understand those terms you’ve quietly questioned, like “Does this actually work?”
- Confidence to explain the shift – learn how to show your team and clients why old, intuitive approaches are outdated.
- Practical evidence-based translation – easily convert traditional thinking into a more effective, evidence-backed way of strategizing and talking.
- Exclusive 1-month access to brandLingual community – a safe, private space to ask your hidden questions, free from judgment and LinkedIn “success theater.”
- 30% discount to brandLingual MARKETING Strategy course that will kick-off on Feb 15th: https://brandlingual.gumroad.com/l/marketing
⭕ What is brandLingual?
We're an educational platform that is designed to bridge the gap between an evidence-based approach and an eminence-based or intuitive approach to marketing, brand, and advertising strategy.
Essentially, we bridge the gap between heavy academic theory that lacks practical application and the other extreme—an over-focus on practice driven by intuition without a real foundation. brandLingual lives right in the middle of this industry chaos with the goal of connecting both sides through a clear use of language and thinking.
🔺 Always worth to check: https://www.brandlingual.co/
🔺 Get inside our heads & listen to our chats: https://www.youtube.com/@brandLingual
🔺 Follow us on IG: https://www.instagram.com/brandlingual.co/
Meet Your Trainers
➖ Christopher Owens
Has been Head of Brand Strategy at the independent agency TRG for ~25 years, an educator at Miami Ad School for ~20 years, and co-founder of brandLingual, based in Dallas, Texas.
With over two decades of experience at the intersection of creativity and effectiveness, he has helped global brands build strategies that are both memorable and commercially effective. Christopher has trained and mentored strategists worldwide, combining real-world client experience with a deep understanding of evidence-based marketing, brand, and advertising principles. His teaching focuses on helping practitioners navigate the space where intuition, creativity, and data meet, turning insights into practical, actionable strategies.
➖ Baiba Matisone
An experienced strategist with ~15 years of experience under her belt, an educator, and co-founder of brandLingual, based in Berlin, Germany.
She works at the intersection of brand and creative strategy, marketing, and education, turning complex theory into practical tools teams can actually use. With experience across global brands, agencies, research, and higher education, Baiba helps practitioners navigate the cultural, commercial, and organizational realities that determine whether strategy succeeds. She lectures internationally and builds communities (like Strategy Pints in Berlin, now turned into a global community) that foster honest conversation, shared learning, and sharper strategic thinking.
⭕ What people are whispering about their brandLingual experience? - testimonials
"Working with the brandLingual team, I realized just how many essential principles I had misinterpreted because of fragmented info. Christopher & Baiba really helped me understand and unlearn so many false assumptions about how markets & brands actually work. I wholeheartedly recommend everyone to listen to what these instructors have to say. brandLingual team really helped me take a step back and renew a lot of my approaches" - Adishree Mahapatra, Brand Manager, Unilever