{"product_id":"how-to-write-a-single-minded-howard-ibach-9780692120002","title":"How To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.","description":"\u003cp\u003eWhat 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.\u003c\/p\u003e\u003cp\u003eFrom the author of the critically acclaimed \u003cem\u003eHow To Write An Inspired Creative Brief \u003c\/em\u003e2nd edition comes a new critically acclaimed graphic text devoted exclusively to this small collection of words on the creative brief: \u003cem\u003eHow To Write A Single-Minded Proposition: Five insights on advertising's most difficult sentence. Plus two new approaches.\u003c\/em\u003e \u003c\/p\u003e\u003cp\u003eIn 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.\u003c\/p\u003e\u003cp\u003eThis 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.\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAuthor:\u003c\/b\u003e Howard Ibach\u003cbr\u003e\u003cb\u003eISBN-10:\u003c\/b\u003e 0692120009\u003cbr\u003e\u003cb\u003eISBN-13:\u003c\/b\u003e 9780692120002\u003cbr\u003e\u003cb\u003ePublisher:\u003c\/b\u003e Ibach Media Group LLC\u003cbr\u003e\u003cb\u003eLanguage:\u003c\/b\u003e English\u003cbr\u003e\u003cb\u003ePublished:\u003c\/b\u003e 05\/04\/2018\u003cbr\u003e\u003cb\u003ePages:\u003c\/b\u003e 110\u003cbr\u003e\u003cb\u003eFormat:\u003c\/b\u003e Paperback\u003cbr\u003e\u003cb\u003eWeight:\u003c\/b\u003e 0.35lbs\u003cbr\u003e\u003cb\u003eSize:\u003c\/b\u003e 9.00h x 6.00w x 0.23d","brand":"Howard Ibach","offers":[{"title":"Paperback","offer_id":44047973056767,"sku":"9780692120002","price":14.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0662\/2982\/9887\/files\/img_2f3323cd-3a04-4b49-99b3-c222fe209340.jpg?v=1684993186","url":"https:\/\/www.whiterainbookhouse.com\/products\/how-to-write-a-single-minded-howard-ibach-9780692120002","provider":"WR Book House","version":"1.0","type":"link"}