What is a single-minded proposition? If you know Nike, you know the answer: Just Do It. 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. Most SMPs don't become this famous. That's because they are exceedingly hard to write. But when they're done well, sometimes they reach this exalted status.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. Plus two new approaches.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. He interviewed over 30 advertising and marketing professionals all over the globe for their thoughts on this one key line. Then he introduces you to two thought leaders who offer alternative ideas on where the creative brief can go.This neat package of thought-provoking ideas, easy-to-do practical exercises, and fun graphics fit together in a concise and compelling 100 pages. A quick read that you'll return to regularly for its clear explanations and valuable examples.
✔ Author(s): Howard Ibach
✔ Title: How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.
✔ Rating : 4.1 out of 5 base on (11 reviews)
✔ ISBN-10: 0692120009
✔ ISBN-13: 9780692120002
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about How To Write A Single by Howard Ibach
Elaine Leonard
The way this book explored the complexities of human nature and relationships was both profound and relatable. It touched my heart in ways I didn't expect.
Katherine Stevenson
The themes of resilience and hope resonated deeply with me. This book taught me valuable life lessons that I'll carry with me for years to come.
Sydney Richardson
The characters in this book felt like old friends, and I was sad to say goodbye to them at the end. It's a testament to the author's talent for creating memorable and relatable personas.
