Briefing promoters without losing the story
One shared story across banners keeps key account campaigns coherent when dozens of people execute.
Promoters hear many brand stories in a month. If your briefing is a long slide dump, the shelf talk becomes whoever last spoke loudest.
Give each role a short card: brand promise in one line, proof in two bullets, forbidden claims, and the exact ask at the shelf. Practice out loud. Capture questions during the brief so FAQ updates travel with the team.
Consistency is not rigidity. Banner-specific notes matter—different shopper missions, different store formats—but the core story must stay recognisable from one key account to the next.