Download or read book How To Write A Single-Minded Proposition written by Howard Ibach and published by . This book was released on 2018-05-04 with total page 110 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.