I believe in the power of brand. This shouldn’t be surprising as I’ve spent most of my adult life working in and around branding and communications, but I’m not talking about impactful logos and good ads here. Brands are more than that. Brands aren’t just a clever arrangement of symbols and words used to connect with an audience. Brands communicate the personality of a business internally and externally. Brands are the manifestation of an organization’s purpose, intention, and values. They tell the story of who you are, where you’ve been, and where you’re going. For these stories to be impactful, they must be authentic. Not only must they be authentic, they must conjure up something authentic within us, the viewer, as well.
Maybe it’s a cup of coffee? Maybe it’s a pair of lucky skinny jeans? Maybe it’s a disembodied rubber Batman head that rests at the base of your iMac to remind you of childhood, or … of what might happen to you if you miss a deadline? The truth is, we all have a few things we consider essential when it comes to our creative happy place. And so we ask the question, What are your creative essentials? This round, we spoke with our copywriting intern, Sean Scott.
The holiday season has arrived, which means a re-stock of our knit sock supply, courtesy of grandma. It also means the time has come to release the second edition of our annual gift guide. The Manifesto family huddled up and handpicked nineteen brands and products near and dear to their hearts. From LSTN Sound’s headphones to Fyxation’s six-pack caddy to Truce Designs drop liner backpack- the selections reflect our quirks and interests. With both style and substance, you’re sure to find your gift grail- something combining a little swagger and a lot of social good. Our print run is small, so we cordially invite you to check out the digital edition. Share it with anyone on your nice list (or naughty if you prefer) and give us a virtual shout out using #Manifestive!
My relationship with my job? It’s complicated. Well, here, let me try it out on you. “What do you do?” you ask. “I’m a storyteller.” (CRINGE) “I help create “brand experiences.” (CRINGE) “I’m a brand strategist.” (CRINGE) “I’m an ad guy.” (CRINGE) You get the idea.
Any one of my go-to answers is met with varying degrees of confusion, pity, or even disdain. I am part of an industry that while continuing to evolve is still often viewed as the “people who sell stuff you don’t need to people who can’t afford it.” And I can’t really blame people for their views on the subject.
Long gone are the days of spending an entire 40 year career at the same company, hoping to earn a gold watch or an engraved crystal vase after a long and loyal career. According to the Wall Street Journal most millennials will change careers 7 times during their working life. Often, it’s not even a move within an industry but a literal reinvention of self and trying something completely new. Life is too short to punch the clock from 9-5pm just hoping that your career will bring you the inspiration and fulfillment you so desperately seek. According to Forbes, an estimated 52.3% of Americans don’t like their current job. Why do we feel so restless and unfulfilled in our careers? It’s because we lack the fulfillment that is found from living at the intersection of our passion and our purpose.
The goal of any advertising campaign is to earn a special place in the hearts and minds of the public. This is how we earn market share, after all. “Mindshare” is that top of mind recall that puts your brand on top when someone finds themselves in want/need of your product or service. It’s the only way to build brand equity. But what is it that makes a brand truly memorable?
On September 29th, our Table for Ten guests left the lights of the Rose City behind as we rambled to the heart of the Columbia River Gorge, where Renewal Workshop co-founders Nicole Bassett and Jeff Denby kicked off the evening with a tour of their factory situated in scenic Cascade Locks, OR.
We’re always exploring different problem solving techniques for helping our clients solve their brand challenges. Through years of strategy and research, we’ve become very logical thinkers. We embrace consistency and forward linear process. But often times, when challenges and thinking hit a roadblock, we hear things like, “let’s take a step back”, “let’s start over”. But instead, maybe we should be saying, “let’s do this backwards”. Changing up the conventional process of problem solving can occasionally influence a fresh, unexpected and potentially stronger perspective.
Ever feel like your brand is underappreciated or that you really deserve more attention than you’re getting? Or perhaps wondering why you’re failing to convert on the awareness you’ve managed to build? You probably have a swagathy problem.
You may have heard this simple adage from PR 101. But here’s a twist: Advertising is what you say about yourself. PR is what they say about you. Earned media is owning the conversation between.
The concept of earned media is a practice that was born out of the ineffectiveness of traditional media buys. Build it, and it doesn’t necessarily mean they will come. Earned media is rooted in the belief that good content and great ideas will sell themselves. So, sure, we set in motion our brand stories by buying some media, but the real win is earning a place in the cultural conversation.