In the context of advertising creative assets, a value proposition is a clear and compelling statement that communicates the unique benefit a product or brand offers to its target audience. It articulates why a customer should care—what problem it solves, how it improves their life, and what makes it different or better than alternatives. In creative execution, the value proposition serves as the strategic anchor for messaging, ensuring all visuals, copy, and calls to action consistently convey that core promise to drive engagement and conversion.