What is Your Brand’s Manifesto and Why Does it Matter?

Your Brand Position — which could be just three words — is what guides everything you do; it is your singular Strategy…and it informs the writing of your manifesto.

Your manifesto that tells your story through every customer experience on your marcom list. And neuroscience tells us that the most effective way humans communicate, learn, recall and share — is through storytelling. So, does a manifesto matter? And should you prioritize it ahead of other key items on your marketing communications list? Let me ask in a bottom-line business way — does it matter to have your marcom elements resonate with your customers under one brand to generate a sale and to grow your valuation? Let me ask it in a more personal way: Does it matter to have a belief in something, for getting up in the morning and living your life?

Here are two examples of manifestos. With case story under each image/video link.

1. Detroit (click on video above)

Business Challenge
Detroit’s most stubbornly blighted areas are all the more challenged by hardened perceptions of the city burned into the national and global consciousness.

Customer Insight
Unique mindset for this extreme challenge. Rejects typical commercial appeal. Different stripe of dreamer. Deals with hard truths and grows stronger from failure.

Brand Strategy/Position
Hard Core Dreamer.
Detroit is for a different, grittier kind of dreamer and doer. Establishing this empathy and Trust opens the customer to feel courageous and good about their emotional strength, which would be necessary for her/him to succeed intellectually in their entrepreneurial venture.

Brand/Marketing Creative
Video manifesto connects soulfully deeper than typical “Come to X” economic development campaign. End of video captures leads and hints at a grassroots org.

Results
We did this on spec and are networking to get this going and helping Detroit.

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2. Grapeshot (click on video above)

Business Challenge
Despite growth for 10 years, Grapeshot needed to be seen as the major player it deserved to be at the biggest ad-tech conference, DMexco, in Cologne, Germany.

Customer Insight
Decision makers were “pitch-tired,” drowning in data overload and simply wanted to get to what mattered and get their own jobs done.

Brand Strategy/Position
Time is Money.
Grapeshot’s unique keyword technology and algorithm cut through data overload to give you back…your Time.

Brand/Marketing Creative
1. New mission statement, brand positioning, manifesto and tagline
2. New logo, brand identity and styleguide
3. Brand manifesto and product/history videos
4. DMexco experience, including booth, materials, business cards, swag, touch-screen demo

Result
400+ leads, double-digit spike in Q4 sales, Oracle’s interest and ultimate $320million acquisition. Manifesto inspired culture and the telling of the Brand Story through all customer experiences.