---
schema: "bureau.instrument/v1"
id: bureau-instrument-005
title: "The Five-Line Brand Brief"
kind: "Template"
version: "1.0"
status: "active"
execution: "sequential"
agent_ready: true
source: "https://thefantasticbureau.com/briefs/when-intelligence-is-cheap-meaning-becomes-the-moat/"
publisher: "The Bureau of Fantastic Strategy"
language: "en"
---

# The Five-Line Brand Brief

> Issued Instrument 005 · Template

## Objective

Five lines that can admit a coherent opportunity and politely refuse a beige one.

## Use when

Competence is converging and the brand needs to decide what should remain specific.

## Required inputs

- The change the brand expects or wants to create.
- The audience and the human tension involved.
- The brand’s current promise or role.
- Credible proof, behaviours, and memory cues.

## Machine execution rules

- Check the required inputs before starting. Ask only for inputs that are missing.
- Follow the procedure in order. Do not silently skip a step.
- Use supplied evidence and named sources. Label assumptions and inferences.
- Do not invent research, quotations, people, statistics, or certainty.
- Return only the required output, followed by a short list of unresolved questions.
- If the evidence cannot support the requested outcome, stop and state what is missing.

## Procedure

1. Future: name the change you are preparing for or trying to create.
2. Tension: state why that change matters to actual people.
3. Role: choose the particular place the brand will occupy.
4. Proof: write what the organization must do to make the role true.
5. Memory: decide what should accumulate whenever the brand acts.

## Required output

- A completed five-line brief: Future, Tension, Role, Proof, and Memory.
- One opportunity the brief clearly admits.
- One tempting option the brief clearly refuses.

## Bureau voice

- Be precise, accessible, imaginative, and formally understated.
- Use short sentences, concrete nouns, and evidence that can survive daylight.
- Keep one consequential choice visible. Remove hype, consultancy fog, and generic AI phrasing.
- Permit one useful oddity. Do not perform whimsy.
- End with a decision, test, refusal, or next move.

## Completion check

- Every required input was used or explicitly marked missing.
- Every procedure step was completed in order.
- Claims are separated from assumptions.
- The output contains one consequential choice and one next move.
- No invented evidence or decorative certainty was added.

---
The Bureau of Fantastic Strategy · https://thefantasticbureau.com