The Manifesto
These are the 14 Articles of the Punk Marketing manifesto. The 15th is for you to create. Submit your suggestions by e-mail using the link at the end and we will post the best ones on Article 15.
1. Avoid Risk and Die
In times of change the greatest risk is to take none at all.
2. Why Not Ask ‘Why Not?’
Assumptions are just that. Anything you assume is usually a half-truth or generalizations that once served a useful purpose but now hinders truly creative solutions.
3. Take a Strong Stand
Trying to be all things to everyone on the planet inevitably results in meaning little of interest to just about anybody.
4. Don’t Pander
Customers are important but they are not necessarily right.
5. Give Up Control
Consumers now control brands. Smart marketers recognize this and embrace it rather than fight the powerful truth.
6. Expose Yourself
A relationship of trust between brand and consumer, like that between two people, is built upon honesty.
7. Make Enemies
All brands need to position themselves against an alternative.
8. Leave Them Wanting More
Avoid the temptation to reveal all of your assets at once. Or as the masters have said: You don’t teach them everything you know. You teach them everything they know.
9. Outthink the Competition
Think smarter than the other dude. Do not be led into temptation by the fast buck and don’t try and outspend them.
10. Don’t Be Seduced By Technology
The media is not the message anymore. The message is the message is the message.
11. Know Who You Are
If you don’t understand what it is that you are good at you might be tempted to try and be something you are not.
12. No More Marketing Bullshit
Get to the point. Express it clearly and simply. Einstein said — we believe he meant marketers: “Things should be made as simple as possible, but not any simpler.”
13. Don’t Let Others Set Your Standards
Sorry to tell you this but good no longer means anything while mediocre does more harm than doing nothing.
14. Use the Tools Of The Revolution
Go write your own Manifesto. Remind yourself of its articles whenever you lack resolve.
15…?
This is where you can help. The point of this revolution is to make it about interaction and not dictation; so tell us what you think the last article should be.