What Transformational Brands Do: Manifesto Marketing
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I call it “manifesto marketing” when a company broadcasts the reasons why it does what it does, its values, or its beliefs, incorporating them in its advertising, communications, products or packaging even if — especially if — they are not strictly related to the products the brand sells.
You’ve probably heard Simon Sinek say that people don’t buy what you sell, they buy why you sell it. But it goes further: people also buy how you sell it, what you believe, and how you operate as a corporate citizen of this country. Manifesto marketing makes the most of this truth, attracting a tribe of people who agree, whether or not they happen to be in the market for your product at a particular moment in time.
The best-known example of manifesto marketing is the lululemon manifesto, a long list of declarations of the company’s beliefs about how to live a long, healthy, life, which is emblazoned on their signature bags and even on some of their products.
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