Both.
The Category-Brand POV is a thorough laying out of the customer problem, current market solutions, and argument for the creating of a Different POV, a new solution, a new category. It isn't primarily concerned with promoting the client's business or brand.
As an example, in a 1,300-word POV, we didn't mention the brand until the last 250 words. Rather, the POV is the point-by-point scholarly case Against the status quo – and the argument For a breakout solution, a breakout Category. This articulates the category name, category-creating attributes …and The Singular Strategy of this leadership brand. Every function/department develops Plans (not multiple strategies!) off this one Strategy. The POV as a document is not for public consumption. It is for marketing and other functions to understand and abstract from and edit into communications.
The Manifesto is the poetic distillation of the POV. It can be the rallying cry internally and externally. The essence of your Purpose. The soul of your Strategy. The blood of your Creative. The words that Design Your Different. Its very last line – that single climactic word or words – ought to naturally arrive as the tagline. The credible, emotionally resonating Feeling one gets every time they experience your brand at any little-big moment.
If you'd like me to share a Category-Brand POV and Brand manifesto, DM me.
To attend my sessions at NYU Stern School of Business and other venues, contact me at janzlotnick@gmail.com