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.
Don't
The manifesto is mood copy. If nothing would change if a rival signed it, it is not positioning.
Rights-cleared examples
I am Neutral. BUT Not afraid of any of them" poster
The Good Road for Universal Service - One Policy, One System, Universal Service" - Bell System (National Geographic, June 1911)
A fascinating problem : cut out these 13 pieces and arrange them to form the six letters of the word "Bovril"... / Bovril Ltd.
Better Business
Bovril : "Wherever did I put that Bovril!" : beef tea isn't Bovril / Bovril Limited.
Business Correspondence Library, Vol. III: How to Handle the Distant Customers
Church Publicity: The Modern Way to Compel Them to Come In
How to Deal with Human Nature in Business: A Practical Book on Doing Business by Correspondence, Advertising and Salesmanship
How to Write Business Letters
Kennecott Mines National Historic Landmark Unigrid Brochure (Wrangell-St Elias)
Morristown National Historical Park Unigrid Brochure, side 1
Publicity and Progress: Twentieth Century Methods in Religious, Educational and Social Activities