AkzoNobel

Marketing
Manifesto

We developed AkzoNobel’s Marketing Manifesto to reframe growth by shifting focus from loyalty to penetration. Rooted in behavioural science, it empowered teams to win more buyers for more Jobs to be Done by maximising mental and physical availability, leveraging assets, and creating distinctive, high-performing brands that are easy to buy and quick to mind.

Pink and white booklet titled 'Marketing Manifesto' with a logo of a paintbrush and a white circle, placed on a pink background.
Open booklet open to a page with pink and gray text discussing brand growth strategies, alongside a simple illustration of a paintbrush applying a spiral stroke.
Open magazine with infographic showing the evolving marketing process, featuring icons of a store, products, shopping cart, and digital screens, on a pink background.
Open booklet with marketing manifesto content, including a graphic of a pot with four arrows, on a pink background.