The romance of commerce
The pattern
This still is filed under Manifesto positioning.
Define
A public declaration of how the world should work, with the brand standing inside that world.
Mechanism
Worldview first. Customers who share the frame arrive pre-sold. The product is an example of the stance.
Verdict
We have a real stance and a category that rewards a tribe, not a feature list.
Why it works
By tracing the history of commerce through ancient civilizations to modern times, it builds immense prestige for the retail and merchant professions, subtly elevating the author's own business (Selfridge & Co.).
Steal this when
When you want to establish ultimate authority and prestige for your industry or profession through content marketing.