Tom/Anyone: here is a rundown of the stuff that we use for a standard non-web brief
CREATIVE BRIEF:
Project Concept:
Provide a two-sentence summary that describes the core user value of this project
Business Objectives:
Use this section to list the business and product objectives or goals for the project (for example, to increase membership, to promote content, or to increase commerce) etc etc
User Value Proposition / Benefits:
Use this section to list the user benefits or value of the project.
What is the Main Proposition:
Use this section to list distill the core main of the project.
What is the Secondary Proposition:
Use this section to list other propositions required
Target Audience
What do we want our target audience to believe or do
What is the Tone of Voice or Style
Budgets/Restraints
What must be included /excluded
Sacred Cows