What Gymshark’s Focus Teaches Us About Brand Governance
Brand governance is how you keep every marketing brief on message: you make the organisation’s templates, tone and approval standards the default…
Matt Kennell is the founder and CEO of Impossible Question, the company behind iQ. He spent more than 15 years in global marketing and creative agency operations, as Global Operations Director, Global Resources Director and Creative Services Director, watching good work get lost between the brief and the delivery. He built iQ to fix the brief itself: a brief governance and scoring platform that holds every brief to one standard before work begins.
Articles by Matt Kennell
What’s Missing From Most Marketing Briefs (and Why a Big Budget Won’t Save You)
What is missing from most marketing briefs is not more detail. It is a clear answer to three questions: who is this…
How to Score Marketing Brief Quality Before It Ships
You know a marketing brief is good enough when its quality has been measured against a standard, not assumed: a clear objective,…
Why “Approved” Marketing Briefs Still Fail
A campaign can clear every internal sign-off and still be pulled within weeks. That happens because most approvals are by signature, not…
AI Governance Has a Missing Layer
A well-known framework is getting a lot of attention right now. It breaks AI governance into six clear layers: AI Inventory, Data…
Why scope creep isn’t the problem. Your brief is.
After 15 years working across agencies and brand teams, I’ve seen the same pattern repeat itself over and over again. Projects don’t…