Good creative briefs can do a great job of inspiring advertising but recently I have discovered that they don't do a great job of grounding social media actions. I think Brand Mantras do a much better job of this because they describe an emotion, a theme, a writing style that can be used as the guide for the voice of the brand in social media.
One of my favorite Brand Mantras was a poem that Mother wrote for the 24 Hour News network CNN. The poem was used as marketing in a print ad and it is the best description of what CNN should live up to each day.
The poem reads like this:
There is a moment, a simple moment, before history gets recorded.
Before it goes in the books.
Before it appears as a question on a game show.
Or on a midterm exam.
A moment right before the headline is written.
There is a moment when history lives in the present.
When we can watch it unfold in real time, right before our eyes.
And we can all assume our place in it.
Some people live for history.
We live for the moment just before.
(Here is the print ad. Click to enlarge the photo.)