Manifesto positioning

The pattern

This commercial ad 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

One plain sentence, من الرائع ان تدعم الرواد الاعمال المحليين, sits over a blurred Kingdom Centre, so Riyadh stands in for the word local without any explanation. With no product, price or app screen, the only brand element is the mahali mark, which lets the program read as a belief about Saudi founders rather than a storefront.

The big idea

Backing local entrepreneurs is framed as simply the right thing to do, set over a blurred Riyadh landmark and signed only by the mahali mark.

Lines from the ad

من الرائع ان تدعم الرواد الاعمال المحليين.

It is great to support local entrepreneurs.

محلي

Local

Steal this when

Use when a marketplace launches a program for local sellers and wants it remembered as a value it holds, not as a feature in the app.

The emotion

Written to Duty. It makes the Avoid mistake.

'It is great to support local entrepreneurs' over a blurred Kingdom Centre asks for support but names no seller, product or way to buy on noon: a call with no act attached.