Lately (for the past 6 years) I have been baking a lot of bread. Pretty much a couple of loaves a week. This started because I wanted some bread without preservatives but it has really grown into a baking passion. I can do great French bread, Artisan loaves, English Muffin loaves, and what I like to call Near-Zero-Effort bread.
Over time I have dramatically simplified the recipe and method while the resulting bread has gotten better and better. No more honey or milk, butter, oil, buttermilk, herbs…whatever. In fact, all of the above breads have the exact same ingredients (white baking flour, yeast, salt, water) in the exact same proportions - the only thing that varies is the raising and cooking time and method.
I have also found over the last 20 years that the same thinking can be applied to brands. Stick to the basics, pare it back as far as you possibly can and the resultant message will be clear and compelling. As Bill Bernbach said “Give me the freedom of a tight brief.”
Bread anyone?
Bob
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Tags: brand tools, creative brief, messaging
