The single reason to choose us, broken into three to five themes we can prove.

What it holds

• One sentence win statement, signed off before drafting.
• Three to five themes, each with the proof that carries it.
• Theme to section mapping so every theme lands more than once.

Sources. Layer 9 briefs · Proof engine records

• Discriminators and ghostsWhat only we can say and the weaknesses we set against the competitor set.
• Storyline and artefactsNarrative spine, brand voice and the artefacts that carry it into the response.