The 'Just right ' Packaging Brief

It all starts with the Packaging brief from the Brand developers or the Project owners and the success lies in getting the Brief clear and comprehensive. Someone very rightly said that ' There is nothing worse than a great packaging design of a fuzzy concept '.
A well thought out concept and idea leads to a creative which is powerful , meaningful and has accurate consumer relevance. This is clearly evident if we see any successful Brand and its connect with the consumer.
To generate the concept, most often than not a Qualitative research with a set of consumers can play a very valuable input. How often we have had packaging developed and mid course we realise that the concept itself is not working, consequently a whole lot of development work could go waste.
Once the brief is put together and the journey is begun, the continuous temptation to refine it, broaden it or 'Just having a re look' , is most often the biggest bottleneck to a successful Packaging design. Yes we should be open to refine the brief, provided there is a definite consumer advantage and is not merely to add on features which 'Someone wants '.
A just right and a well thought through brief leads to a the just right packaging and consequently a successful Brand. The Designer has to understand the complete Canvas on which he/she has to work with and the complete set of deliverable for the exercise.
Most often the Designer looks for one hook on which he/she can play upon and build the creative. Thus a clear understanding from the Designer is highly imperative specially when we are working across the globe with a wide range of societies, with different values and languages. There are immense possibilities of the Brief being understood differently and thus leading to a misfit creative output.
So, is there a Just right brief, or is there a standard format that one can use across all developments. The answer is probably NO, but the solution lies in ensuring that there is complete congruence between the Developer's and the Designer's understanding of the Brief and each ones ability in having conviction in ones Concept , based upon a clear indepth understanding of the Consumer.