Veksner: Is it time to retire the proposition?
August 26 2013, 10:02 am | | 5 Comments
By Simon Veksner
Head of Ideas at
Naked Communications
If you’re anything like me, the first bit of the brief you look at is the ‘proposition box.’
And the second question anyone asks you after “what are you working on?” is “what’s the proposition?”
5 Comments
Top stuff.
Sorry mate, but how is google’s ‘mission’ any different from a proposition? You’re just replacing one buzzword with another. Missions, propositions, brand visions, brand mantras, usp’s etc etc. It’s all the same shit.
I don’t think it is the same shit. I think it’s slightly different, slightly better shit. And since this is the shit we have to deal with, day in day out, I suppose I’m looking for this shit to be as inspirational as possible.
Call me old-fashioned – plenty of people have – but whatever you want to call it, an ad has to give people a reason to buy, or at least think, “hey that’s really good, I want some of that”. Otherwise it’s like most advertising which is, indeed, blissfully proposition-free. In other words, all that most ads say about the brand or product is “I exist. (Please buy me)”. Now if anyone’s feeling argumentative, I’ll leave it to the earnest amongst you to debate how we define the word ‘reason’.
I agree with you adam