The Transformational Consumer: Fuel a Lifelong Love Affair with Your Customers by Helping Them Get Healthier, Wealthier, and Wiser by Tara-Nicholle Nelson

Author:Tara-Nicholle Nelson [Nelson, Tara-Nicholle]
Language: eng
Format: epub
Publisher: Berrett-Koehler Publishers
Published: 2017-02-28T23:00:00+00:00

Manifesto Marketing

“People don’t buy what you sell; they buy why you sell it,” says Simon Sinek, the TED star and author of Start with Why. 14 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 the company’s product at a particular moment in time.

I call it manifesto marketing when a company broadcasts the reasons why it does what it does, its values, or its beliefs externally, even if they are not strictly related to its products, incorporating them in its communications, products, or packaging.

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 the company’s signature red-and-white reusable bags and even on some of its actual products.

But manifesto marketing may include executive thought leadership on topics that are more tangentially related to the business, such as Sheryl Sandberg’s new-classic book Lean In 15 and Arianna Huffington’s Thrive. 16 And open letters on subjects that are only distantly related to what the company sells also qualify, such as the “welcome to the world” letter that

Mark Zuckerberg published when his daughter was born. 17

Even internal communications can serve as manifesto marketing, if they get out. One of the most visible examples in recent history was Zuckerberg’s email detailing his and the company’s support of the Black Lives Matter movement after the motto was replaced with “All Lives Matter” on a board at the company HQ. 18

Manifestos are less about what you sell and more about why and how you sell it, how you operate, or how you see the world. But the why, how, and worldview are like magnets to your company’s tribe of Transformational Consumers, inspiring them to take action and connect with your brand.

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