Remove barriers to
brand success
The significant rise in complexity in marketing calls for new ways and operating models that better enable brands to manage this complexity and capitalize on emerging opportunities.
Only 50% of marketing initatives meet or exceed their goals
With a constant expansion of channels, technology and stakeholders, marketers are facing new challenges and layers of intricacy that often result in vertical excellence on the one hand, and a siloed brand on the other. The consequence of this is too often unrealised potential and unmet expectations. We have more data, more plugs to connect with customers, and more ways to be creative with our brands, but according to Mano's Global Marketer Study 2023 only half of all marketing initiatives meet or exceed their goals. For more findings please read the full report here.
Four drivers of the most successful brands
Mano’s ultimate goal is to help more brands succeed with their ambitions. We define success as the brand’s ability to meet or exceed their marketing and campaign goals, consistently.
Our experience and research point to four main factors that separate the most successful brands from the rest, related to both the back-and and the front-end.
Clear brand compass
Building and implementing defined and shared principles and processes enable teams to collaborate more efficiently, with collective intuition, and exercise the right levels of brand stewardship to produce connected brand experiences.
Hybrid brand governance
Hybrid brand governance boosts performance when global engagement and direction – in a collaborative model – enable local teams to exercise enough market autonomy to amplify market-fit and maintain appropriate brand stewardship.
Embedded orchestration
Ensure the total brand and cross-functional teams play in tune to achieve a shared desired outcome through clearly defined collaboration models and stage-gates to develop projects and campaigns with increased integration and effectiveness.
Activation driven approach
Connect the dots between content, communication, and channels to pull consumers into the brand’s world hinking in activation before media is a core driver of creative ROI and campaign performance.
Our orchestration philosophy
and principles
The customer push for more relevant, and personalized experiences across a growing number of digital touchpoints, is growing – and more than ever they expect a seamless integrated experience. This challenge is at the heart of our Orchestration Philosophy, and the idea is simple; deliver marketing impact beyond the sum of the parts. This requires harmonizing and coordination of all marketing channels, tactics, and messages to deliver a cohesive customer experience across multiple touchpoints, while embedding shared purpose and practices so that the marketing organization thrives and produces at its maximum potential.
Our philosophy is guided by four essential principles:
Connected & Consistent
Clarity & Constancy
Repeatable & scalable
Shared & collaborative
