brand manifesto
Carol Sanford explained how essence is essential to companies, communities, and countries:
Essence can provide the foundation of a business and its offerings if it sources the unique and differentiated nature of who it is. Essence has been there since the company’s founding, but often recedes from its rightful role
Essence is unique to each company... See more
Ari's Top 5—An Exploration of Essence
A lot of companies treat writing like marketing, or some kind of surface layer.
They should think of it like infrastructure: an investment in alignment, in collective memory, in speed.
When you take time to write it down, it's not “making content.” You're figuring out the operating system.
Adam Delx.com
There’s a new genre of company that is Timeline Native. Timeline Native companies are birthed on the timeline and exist more so on social than in real life. The narrative around the construction of the business is the core product. The widget or service which they produce is beside the point. The product is us being able to decide and announce if... See more
Jeremy Giffon • Tweet
for too long, brands have been afraid of the word "should." they were afraid to be wrong or to alienate segments of the market.
more and more, i think the next wave of great brands will be prescriptive. they'll tell you what you *should* believe. they'll paint a vivid vision of the future and position themselves as the... See more
jihadx.comone thing that is truly lifechanging is seeing precisely how haters, hecklers, etc are part of the theatre production. they are a part of the show