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How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.
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.
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.
110 pages, Paperback
Published May 4, 2018
6 people are currently reading
7 people want to read
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Displaying 1 - 4 of 4 reviews
October 22, 2024
While "How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence." was a required reading for my marketing class, it presented me with invaluable information that I know I will use far beyond the classroom! I recently had the opportunity to gather more insight from Ibach, himself, via a Zoom session, which inspired me to dig deeper into the core concepts of the book. I am happy to present them here in a summary so you too might be motivated to read this book thoroughly.
To understand the essence of the book it's important to know a single-minded proposition (SMP) is simply a concise statement that captures the essence of a brand's message. I enjoyed Ibach's humorous example of an SMP on M&Ms, which was "Melts in your mouth, not in your hand." There is plenty more where that came from as he consistently uses companies the reader can engage with throughout his many examples.
Ibach first demonstrates the components of a strong SMP and later follows it up with steps to crafting your very own. My biggest take aways for creating an SMP good enough to pass as a professional are to be clear, focused on one main idea, be relevant to your target market, and demonstrate what makes your brand different than your competitors. With these concepts in mind, following his step by step process, and using his examples to guide me, I feel I am ready to get out there and start creating my own single minded propositions!
I highly recommend this book to students and professors as it offers great insight that just can't be perceived through the classroom like it can through a good read!
To understand the essence of the book it's important to know a single-minded proposition (SMP) is simply a concise statement that captures the essence of a brand's message. I enjoyed Ibach's humorous example of an SMP on M&Ms, which was "Melts in your mouth, not in your hand." There is plenty more where that came from as he consistently uses companies the reader can engage with throughout his many examples.
Ibach first demonstrates the components of a strong SMP and later follows it up with steps to crafting your very own. My biggest take aways for creating an SMP good enough to pass as a professional are to be clear, focused on one main idea, be relevant to your target market, and demonstrate what makes your brand different than your competitors. With these concepts in mind, following his step by step process, and using his examples to guide me, I feel I am ready to get out there and start creating my own single minded propositions!
I highly recommend this book to students and professors as it offers great insight that just can't be perceived through the classroom like it can through a good read!
November 29, 2019
A short, efficient, and practical read on an important subject.
I read it in one sitting.
It's a textbook - clear, simple, but can feel a little bit basic at points.
I wish a Kindle edition.
It's part of the recommended reading for my student at the SCA. And I do think it's very fit for that purpose. If you're just starting or if you feel the team around you have lost their way - I recommend it.
I read it in one sitting.
It's a textbook - clear, simple, but can feel a little bit basic at points.
I wish a Kindle edition.
It's part of the recommended reading for my student at the SCA. And I do think it's very fit for that purpose. If you're just starting or if you feel the team around you have lost their way - I recommend it.
August 24, 2024
insightful and surprisingly funny read
I was assigned to read this book for my event marketing strategies class and didn’t know quite what to expect. I am new to the industry and thought this book was very insightful and yet plainly laid out big ideas in simple ways— all while having a great sense of humor about it. Highly recommend!
I was assigned to read this book for my event marketing strategies class and didn’t know quite what to expect. I am new to the industry and thought this book was very insightful and yet plainly laid out big ideas in simple ways— all while having a great sense of humor about it. Highly recommend!
April 30, 2023
Heerlijk stukje effectiviteit in het schrijven van creatieve briefings, en dan met name de single minded proposition. Fijne pointers en goede voorbeelden. Aanrader als je in reclame werkt of een bureau goed wil briefen.
Displaying 1 - 4 of 4 reviews