Complete ‘the back translation’ by answering the following questions (include them in the format of a professional creative brief like that shown in the completed examples) 1 Who are we talking to – the target audience? 2 What, if any, behaviour of the target audience do we need to challenge e.g. what is their current relationship to or belief about the brand? 3 What is the challenge for this campaign – the objectives? 4 What is the brand truth? (the rock upon which the brand is built, the “essence”- in one or a few words) 5 What is the (brand) personality? (How the communication needs to feel – the tone) 6 What is the brand purpose? (the unique role it will play in consumers’ lives) 7 What is the proposition? (A one-sentence idea about the brand that will make a difference to the audience’s knowledge, feeling or “actions” about the brand) 8 How will the brand break through (the communications “clutter”) and differentiate itself? 9 What are the must-haves? (Anything that has to be in the communication e.g. logo) Each question has to have approximately 50 words and make sure there are some references and without any plagiarism please.