One particularly important way to express a brand’s essence, its core purpose and promise is the brand manifesto. Apple’s brand manifesto inviting us to “think different” remains one of the most captivating expressions of a brand’s beliefs: “Here’s to the crazy ones. It’s something that those aspiring to become leader of the Conservative party should consider penning right now, so their supporters sing from the same song sheet until the June convention. A brand manifesto usually tells its readers about the hole in the market it plans to go after and, importantly, if it represents a large enough market. A brand manifesto identifies what is being fought for: “The public interest of the taxpayer must be given the same priority as the expenditure demands of special interest groups.

Source: National Post February 07, 2020 11:15 UTC