Insights 6-7 The objective & aim 8-9 The big idea 10-11
Let ’ s talk concepts
The creative concept 12-13 4 modes 14-15 15 a day 16-17 L word shame 18-19 What ’ s out there ? 20-21 the brand
The brand 22-23 Limitations 24-25 Blab wants to avoid 26 Core values 27 The final concept 28-29 Creative inspiration 30-33 How does blab look ? 34-35 Visual language 36-37 How does blab talk ? 38 The brand essence model 39 Why will it work ? 40