We encounter marketing endeavors on a regular basis that fail to establish a competitive advantage, generate impact, or deliver meaningful return on investment. When this occurs, brands become generic, undervalued, and are easily overlooked. When launching a new branding initiative or essential brand touchpoints such as trademarks, packaging and websites, it is important for key stakeholders to agree on their purpose, objectives, and expectations for performance. In short, everyone needs to be on the same page. The creative brief is a tool that we employ at the start of every project. It is a written document that briefly (1 to 2 pages at most) summarizes business objectives, marketing objectives, brand attributes, and other such vital background information. While it may be accompanied by market research, graphic standards manuals, and other such in-depth background materials, it is the one document that everyone can agree upon and reference throughout the creative process to keep expectations in line. Without a creative brief, designers and art directors are left to their imagination to determine the most effective creative approach for the assignment at hand. While giving them freedom is a great idea, there are market dynamics and competitive pressures that must be fully understood before work begins. Unfortunately, creative teams regularly jump into their assignments without checking out the competitive landscape or fully understanding a brand's unique selling proposition. When this happens, the end result fails to offset competitive pressures, resonate with key buyers, establish credibility and have the impact necessary to penetrate new markets. Ultimately, it's a simple task to prepare a Creative Brief, share it between management and creative teams, obtain consensus, and set expectations accordingly. We would be delighted to share a copy of the Creative Brief we use on a regular basis. Simply contact us, letting us know that you'd like a copy. Better still, let's set up a meeting to learn more about your branding challenges and discuss how Studio Spear can help you overcome them. You can contact Jeff Spear at: 904 685 2135 or by email: jeff@studiospear.com. Stories that embrace scientific fact, as well as those that describe remarkable science fantasies, are always enjoyable. These are just a few of the titles we've recently enjoyed that we'd like to share with you.   PACKING FOR MARS This book explores the curious and quirky science of space travel. If you still yearn for an adventure in space, some of the details this book reveals will surprise you.   MICRO Ever wonder what it's like to be the same size as bugs, worms and microbes, or risk being eaten by a bird? Find out here.   RIDING ROCKETS Want to know what it's like to fly on a Space Shuttle? This book has all of the nitty gritty, from training for space flight to the challenges that accompany a career with NASA.   TIMEBOUND Time travel at its finest. Apparently there are several books in this series. For a good time, start here.   THE GIRL WITH ALL THE GIFTS This gripping page-turner is set in a world where civilization is all but destroyed, zombie like creatures eat anyone still alive, and the savior turns out to be most remarkable. With international engagements in Palestine, the Republic of Georgia, and Malawi as well as a variety of domestic branding assignments, 2017 has been a very busy year for Studio Spear. While some of this work has not yet gone public and remains confidential, we are particularly excited by our strategic and creative accomplishments for Jamestown Seafood - an emerging oyster farm growing some of the tastiest oysters west of the Mississippi. Based on thorough category research, an insightful brand strategy, and engaging brand touchpoints, we have reached, and in some cases exceeded, key marketing objectives. While we still have a lot of work to do, we are making excellent progress.

INGREDIENTS 1 3/4 C light rum 1 1/4 C dark rum 1 1/2 C fresh orange juice 1 1/2 C pineapple juice 1/2 C cranberry juice 1/2 C sour mix (see recipe below) 2 T grenadine DIRECTIONS Combine all of the ingredients in a large pitcher and mix well. Serve over ice. Garnish with slices of orange, pineapple and maraschino cherries. --- Sour Mix - To make the sour mix, stir together 12 oz. lemon juice, 18 oz. water and 1/4 C sugar, making sure the sugar is completely dissolved. If you'd like to share TOAST with a friend, click here. You can also follow us on Facebook. If you would prefer not to receive future emails of Toast, please click here. STUDIO SPEAR is a global branding agency specializing in consumer-oriented packaged goods and lifestyle-oriented brands. We rely upon thorough research, strategic planning and emotionally charged creative solutions to produce significant and statistically proven growth for its clients. "It's our goal to enhance your product's reputation, generate higher levels of sales and see your brand outperform its competition," says Spear. If you'd like to learn more about what Studio Spear can do for you, call, write or email Jeff Spear at: STUDIO SPEAR PO Box 51291 Jacksonville Beach, FL 32240 Phone: 904 685 2135 www.studiospear.com jeff@studiospear.com