Retail computer shop.
In our shop you can find the whole range of computer products:
∞ computers and laptops;
∞ computer components (hard disks, processors, motherboards...);
∞ peripheral products (monitors, printers...);
∞ digital products (cameras, iPods, communicators, e-readers...);
∞ other products somehow connecting with computers.
There is only 1 shop (it is not a chain) situated in Moscow, Russia.
It is a shop where you can buy any computer product quickly and for the good price. Process of buying is automated as much as possible: customer writes out all the products himself using electronic terminals and than pays at the desk. Queue to release counter is operated by electronic display system.
This shop is for those who knows what he wants to buy and is not afraid of electronic buying system.
Despite of impersonal process of buying, image of the company should be clubbable and friendly. Company is aimed at loyal customers and wants to get a positive image in professional community.
It's possible to book to deliver goods as well.
这是什么？
在这一步中，您将看到要求您提供解决方案的品牌 Builder 相关信息。他会自我介绍 (当然是作为品牌 :) 您对品牌的了解越深入，您的作品被接受的可能性越大。
重要事项：可能出于保密原因，品牌 Builder 不愿透露自己的身份。此类 Brief 将以匿名方式发布。这种情况下，品牌 Builder 想介绍多少，就介绍多少。
这里有两个例子
如果愿意透露其身份（可见）：
“NMN -No More Nicotine- 是一个承诺能抵消吸烟对皮肤造成的损害的品牌。NMN 通过药房销售，价格定位处于中高档；该品牌主要通过专业人士推荐，没有大量的广告宣传。”
如果品牌不希望透露其身份（匿名）：
“能抵消吸烟对皮肤造成的损害的品牌。其产品通过药房销售，价格定位处于中高档；他们主要通过专业人士推荐，没有大量的广告宣传。”
简而言之：谁是您的客户 (无论是可见还是“匿名” :)
It is necessary to work out:
1. Name of the shop which should fulfill the following conditions:
∞ direct association with computer products;
∞ domain name should be free in .ru zone;
∞ name should be easy to write & pronounce in Russian;
∞ the following combinations should not be used in name: laptop, notebook, computer, sale, shop
2.Logo
3.Business card.
!!! Update as of September 16, 2009 !!!
Almost all names already received can be divided into two groups:
1) Foreign (mostly English) words that are about computers, maybe a littl bit distorted. It was used already too many times, it's too banal.
2) Combination of two words like described in p.1. The result is the same.
We think that today much better are simple and maybe ironical names like "Messenger" for mobile phones retailer or "Alphabet of Taste" for food retailer.
By the way, names in Russian are better. The name should be unique - once you see it - you'll never mix it up with something else.
!!! The end of update !!!
这是什么？
这是品牌 Builder 要求您完成的任务。如果您不了解，那您就彻底没戏了。
例子
“我们想让 Creator 设计一个印刷品广告宣传来增加品牌知名度。将在今春投放到全国媒体杂志上。”
简而言之，这是客户的目标，因此也是您的目标！
The main target audience are advanced users who do not need to consult with a sales manager. They do not need to look at the goods before buying. They read in advance all the information about the product and just need to buy everything in one place for the low price.
Our target audience does not have specific social, sex or age characteristics.
Our customers buy in our shop not because they do not have money. They buy because in our shop they can find huge variety of computer products for low prices and process of buying is quick, simple and automated.
这是什么？
品牌 Builder 希望您让他们高兴，并说服他们想到、感觉到或使用您的创作做某些事的人。通常您会读到他们的年龄、性别、社会阶层和行为。您在创作过程始终应把这些信息牢记在心，因为目标受众才是最终接受您作品的人。
例子
“想要戒烟但无法做到的女子。通常是关注自己外表、注意健康的成年人。他们对于自己吸烟感到愧疚，因为他们知道吸烟有害。他们阅读相关书籍。这对他们来说是一个真正的问题，就像：“我的脑袋要某样东西，但我的身体却不听使唤”。他们和我的品牌无关，他们只是在等待值得信赖的“援助之手。”
简而言之：把握他们的想法！
In our shop you can find the most wide range of quality computer products, with the lowest prices in Moscow.
这是什么？
品牌 Builder 想要目标受众从您的创作中，思考 / 感觉 / 有所行动的东西。
以下是一些具体示例：
∞ 人们会想到 / 感觉到的一些事：
- 出现了一个新的品牌（或产品或创意或...）
- 这个品牌比其它的或以前的更好
- 这个品牌值得多花点钱
∞ 人们会做的一些事：
- 开始购买该品牌的产品
- 更经常购买该品牌的产品
- 在零售店里库存更多该品牌的产品
上面这些例子非常具体，而通常 Brief 提案是感性的。那样更好，因为可以带来灵感！
例子
“我们想要鼓励吸烟者使用 NMN，将对他们健康的影响降至最低，让他们继续尝试戒烟（尤其如果他们已经尝试过，但是未成功）。”
简而言之：进入他们的脑袋！
Our prices are lower than in other shops because:
1. Format of our shop allows us to serve a lot of customers at the same time so we can sell big amount of products that allows us to get very good prices from our suppliers;
2. We have only one shop that allows us to cut our costs and not to squander;
3. Process of buying is automated as much as possible so we do not need a lot of stuff.
In addition:
1. We can deliver the same day;
2. We sell only quality products with official warranty and our claim department is very loyal to the customers;
3. We have bonus program for our loyal customers.
这是什么？
这是实现目标的关键；是支持提案，使其可信的内容。通常是理性的陈述。
例子
“您吸的每一根烟都对您的外表造成损害。最近的一项研究选取了多对一模一样的双胞胎，其中一个吸了一辈子烟，另一个则从未吸过烟。吸烟者的皮肤比不吸烟者的薄四分之一，有些差别甚至多达40%。NMN 含有能阻止皮肤变薄的抗氧化剂，抵消了尼古丁对皮肤的影响。”
简而言之：需要理由吗？就在这里！
∞ Quick;
∞ Economical;
∞ Safe;
∞ Progressive;
∞ Laconic.
这是什么？
这是品牌的个性。对...是个性！
将品牌视为一个人，有自己的个性。了解“客户”的个性对于完成度身定制的工作来说至关重要。所以，请仔细阅读所列的形容词...
例子
“科学、值得信赖、注重结果，实现您目标的‘良师益友’。”
简而言之：将其想象成一个活生生的人物！
The main promotion channel will be the Internet: placement of our price list on thematic searching websites, advertising banners, context advertising. In addition we plan to use promotion on the forums, outdoor advertising and direct mail for those who subscribed to our news.
这是什么？
列出了目标受众将能够看见您创作成果的地方（或媒介或事物）。这一步中，有时品牌还会告知您该制作的预计投资金额。此信息有助于您决定项目的规模大小。 :)
例子
“此广告活动将于 2009 年春季投放于侧重于生活方式和健康的新西兰妇女杂志上。我们计划投资 500000 美元，可以购买大约 100 张单页。”
简而言之：考虑媒介！
Main competitors: www.ulmart.ru, www.citilink.ru, www.oldi.ru, www.f-center.ru
Good example: www.ulmart.ru
What should not be used:
1. Blue color and combination of gray and red;
2. Brand should not look expensive. We are cool but not expensive.
如果品牌有任何的偏好选择或解决方案必须达到的技术要求，会在这里提供说明。
这部分可能包括：
∞ 指导方针或必须包含的事项（注意事项）
∞ 商业目标
∞ 市场和竞争者概述
∞ 正面和反面样本
取决于 Brief 的不同，您可能会发现一些随附的文件，比如徽标、产品图片，您提交创意时使用的模板，或任何品牌想要与您分享的其他文件。所以，开始创作前先研究一下随附文件。
简而言之：所有需要您知道的其他事项（之前七步中没写的）！
