Briefing tomorrow

This is my favorite part of the process. I will give a full report on how things went after tomorrow. As a planner I truly believe that briefs need to tell the brand story of how we can connect with a consumer (potential customer). Creative should be the final chapter of that story. Sounds like a "duh" statement huh? Well most briefs, I've found, don't do that. Too many briefs are formulaic and without imagination. When you fill in boxes you get a box back...more often than not. That is why advertising is sometimes so stale (imo). I don't write my briefs that way nor do I present them in board rooms. My brief formats are different almost every time and built to present the non-linear story. I try to bring my teams off-site in order for them to experience the brand (something I can't do tomorrow which is unfortunate). I'll give more detail in my 11/10 report and tell you how things went.

Any other planners do briefs the way I do? Would love to hear your approaches.