John Grant has asked if we still need propositions in the twenty first century. He argues that:

“I think ‘propositions’ and the thinking behind them (sales, persuasion, messaging) is generally rubbish.

“I have thought this for at least 12 years (when I produced a St Lukes brief which had no ‘proposition box’).”

So I thought I’d express my view on the whole argument.

Surely every message a brand puts out, whether it be a TV ad or a call centre script, has at its heart, a point of view, a mantra, or dare I say it, a proposition? After all, you can post-rationalise any piece of communication and see what the underlying sentiment is.

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