Our kind guidelines for brands that matter.
Cojak’s Manifesto
1.
ALWAYS ASK WHY.
We only get started once we have a solid answer to a simple but often tricky question: why do you do it, and what do you contribute? The answer reflects your raison d’être, and for us it is where our work begins. Lift off.
2.
RELEVANCE IS KING!
Stick to your roots. Focus only on what has value for your organisation. Make it socially relevant and talk about it. It’s now or never.
3.
BE TRUE, NEVER GREENWASH.
Walk the talk. No window dressing. Communication must reflect who you really are. Europe has drawn the line too: green claims without proof are no longer allowed. Greenwash, and you are food for hungry lions. Bon appétit.
4.
DO WELL BY DOING GOOD.
Sustainability and economic success belong together. That is the right brand strategy: the both-and story that drives every forward-looking entrepreneur. Tell it well and people connect with it. And connection seals the deal.
5.
THERE ARE NO CONSUMERS.
Delete the word ‘consumer’ from your vocabulary. Don’t see your audience as passive beings who mindlessly swallow your messages. Respect. ‘Consumer’ is an outdated marketing term used by ‘Mad Men’ agencies. Communicate WITH your audience, WITH your clients, WITH the world. So long, Don Draper.
6.
IT’S A WE-WORLD!
People trust people. That counts even more now that AI writes a thousand messages a minute. Give your team and your community a voice, and they will carry your brand further than any campaign. Less i, more we.
7.
YOUR BRAND IS WHAT THEY SAY IT IS.
You are only relevant when your audience believes in your story. Don’t shout from an ivory tower. Make room for their input and listen to their motives. It’s 2-way or no-way. Today, “they” also includes the AI engines people ask for advice. They repeat what others say about you. Make sure your story is worth repeating. Mirror, mirror on the wall.
8.
BEING MEANINGFUL IS THE KEY.
Meaningful marketing keeps you relevant. By positioning your brand with meaning, you claim your role in society and help shape a better future. AI is becoming the main filter between our questions and our answers. Meaningful brands need to keep their voice inside that filter, and the time is now. Speak now, or forever hold your peace.
9.
THE REVOLUTION WILL NOT BE TELEVISED
Change starts with you, so take the first step. Real communication begins when your brand’s social impact becomes your compass. Make Your Mark is the mantra for your new brand story. Remote control not included.
10.
HAPPY PEOPLE, BETTER WORLD.
We resolutely choose the carrot and leave the stick in the forest. Want to move people to action? Give them a thumbs up and reward them with a smile.
Who loves ya, baby?
11.
Listen & Make marks.
We keep our vision in mind and work with our clients in mutual respect. They know their world, and we help them make the most of it. With strategy and creativity, we make their mark matter. That is the key to making our mark too. Most manifestos stop at ten.
These goes to eleven.
CALL ME,
I LISTEN.
“Making
Marks
Matter.”
Jack Cojak.
