How To Write A Single-Minded Proposition: Five insights on advertising\'s most difficult sentence.
A quick read that you\'ll return to regularly for its clear explanations and valuable examples..
This neat package of thought-provoking ideas, easy-to-do practical exercises, and fun graphics fit together in a concise and compelling 100 pages.
Then he introduces you to two thought leaders who offer alternative ideas on where the creative brief can go.
He interviewed over 30 advertising and marketing professionals all over the globe for their thoughts on this one key line.
In a step-by-step process, Howard demonstrates how five key ingredients on every creative brief work together to produce the Single-Minded Proposition (SMP), the singular message that explains your brand\'s promise.
Plus two new approaches.
From the author of the critically acclaimed How To Write An Inspired Creative Brief 2nd edition comes a new critically acclaimed graphic text devoted exclusively to this small collection of words on the creative brief: How To Write A Single-Minded Proposition: Five insights on advertising\'s most difficult sentence.
But when they\'re done well, sometimes they reach this exalted status.
That\'s because they are exceedingly hard to write.
Most SMPs don\'t become this famous.
This is the iconic line known and loved by Nike users worldwide that began its life as a Single-Minded Proposition on a creative brief.
Plus two new approaches What is a Single-Minded proposition? If you know Nike, you know the answer: Just Do It.
How To Write A Single-Minded Proposition: Five insights on advertising\'s most difficult sentence
