How To Write A Single-Minded Proposition - by Howard Ibach (Paperback)
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<p/><br></br><p><b> About the Book </b></p></br></br>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. Then he introduces you to two thought leaders who offer alternative ideas on where the creative brief can go.<p/><br></br><p><b> Book Synopsis </b></p></br></br><p>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.</p><p>From the author of the critically acclaimed <em>How To Write An Inspired Creative Brief </em>2nd edition comes a new critically acclaimed graphic text devoted exclusively to this small collection of words on the creative brief: <em>How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.</em> </p><p>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.</p><p>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.</p><p/><br></br><p><b> Review Quotes </b></p></br></br><br><p>Ibach's book should be required reading for all account people, strategists, and creatives.</p><p>It's the best, and briefest, book on briefs I've read.</p><p>-- Luke Sullivan, author, Hey Whipple, Squeeze This: The Classic Guide to Creating</p><p>Great Advertising</p><p> </p><p>Every junior account executive, and for that matter chief marketing offi cer, should be issued</p><p>this book day 1, before the HR paperwork.</p><p>-- Reid Holmes, Group Creative Director</p><p>Ogilvy/The Lacek Group</p><p>Minneapolis</p><p> </p><p>Read this book and you never have to read another word about SMPs. Ever. It's all here.</p><p>And it's inspired.</p><p>-- Claire Hassid, Principal</p><p>Claire Hassid Brand Planning</p><p>Forest Hills, NY</p><p> </p><p>A whole book on one sentence? One short sentence in most cases. Is this necessary? Yes.</p><p>Is it overkill? Not in the slightest.</p><p>-- Paul Suggett, Creative Director</p><p>Starz Entertainment</p><br>
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