Innovation details

Presented

Madison WI, 2002

Created for

Madison Consulting Partnership

Insights and actions

Designed a new structure for thinking through and articulating the essential elements and competitive benefits of a brand, for use in developing its digital communications strategy. The Brand Manifesto establishes the essence of the brand so that extensions into new digital media will be complementary and additive to all other branding and selling media efforts. It also helps to focus on the unique features of digital media that positively add to brand experience and provide enhanced competitive advantage. The Manifesto provides a basis for creative strategies and guidance for the correct tonality, look and feel of brand communications. In addition, it locates the sources of a brand's authority with its customers, and can provide guidance on appropriate product extensions. It serves as a rallying cry and as a tool for internal cohesion as the brand ventures into new areas.

The Brand Manifesto was originally developed to help client brands establish their Internet presence;  it now provides needed guidance for the integration of all forms of digital media, including social.

Key clients involved

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