Today, people want to have a choice in the world they live in. Each time they choose a brand they exercise their right to choose. They want that brand to be transparent, meaningful and responsible. Still, they also want the brands they chose to be playful, innovative, relatable, emotional and engaging. As a result, there is a new paradigm at play today: brands only exist through the power of people.
Danone’s brands are the means by which we engage in the food revolution. Some of them are called manifesto brands as they have a clear brand model that drives each of their action. Some of them are not yet manifesto brands but we have the ambition to grow every Danone brand into a manifesto brand.To bring this ambition to life, we’ve defined the manifesto brand model, which is a framework to define, position and activate our manifesto brands. This brand model has as its unique starting point the focus on people, identifying the tension between a relevant insight and confronting it to the reality in which we live. This makes it possible to identify the legitimacy of the brand to operate in this environment.
But it also takes the following to make up a manifesto brand: A strong point of view and purpose that justify its existence in the world and relevancy for people, as well as a commitment to help improve the health of people, as well as to help protect our planet. With One Planet. One Health being the backbone of every manifesto brand, we now have in our portfolio a wide variety of brands bringing this signature to life. So far, the movement is well under way with 40 brands already engaged in their Manifesto journey. Our ambition is that each Danone brand will become a manifesto brand, powering the food revolution, and driving profitable, sustainable growth. This is how Danone’s brands will differ from others.