217: When you must rebrief

In another "Nuts 'n bolts" discussion, Henry Gomez and I talk about the rare but not unusual occasion when your client says, "Start over."

This is different from those presentations when the client rejects the work, but not the brief. Something more serious happens and you're instructed to begin again.

Henry and I will tackle the former challenge in an upcoming episode. Today we dissect the process brief writers sometimes face when the brief may need adjusting.  And then the creative team needs to be read in a second time.

How should strategists handle this scenario? Henry offers a few valuable guideposts.