If you're struggling to crack a brief, a technique me and my partner use is to pretend we're two blokes sitting in a pub. One is a fan of the product or service in question, and must 'sell it' to the other, who has never heard of it. Naturally, he can't use any charts, research, or specialist knowledge. He can only use arguments that you actually use in a pub conversation. Try it. It strips away all the marketing bullshit, and can lead to something simple and honest.

Tip No.3
Tip No.2
Tip No.1