REBOOT MARKETING

“Let’s give marketing a reboot!”
REBOOT MARKETING was born out of a reaction to the dominant paradigm in 2020s marketing. Where people get treated like parts in a machine, labelled as ‘targets’ to be catalogued, segmented, analysed, predicted and funnelled.

In complete contrast, REBOOT MARKETING is an approach to ‘being in the marketplace’ that fully recognises, accepts and honours the people we’re connecting with as unique, complex individuals. And it’s founded on four core values: transparency, honesty, reciprocity and respect.

REBOOT MARKETING recognises that every individual has the right to expect:

  • freedom to make their own choices
  • freedom to access the information needed to make those choices
  • freedom from deception, coercion, manipulation and fear
  • freedom from being labelled and categorised

So REBOOT MARKETING is an invitation to embrace a new way to be in relationship with our customers or audience. It’s what I hope marketing will become.

And it’s a place where human psychology isn’t used against us. Where people are seen for who they are, not what category they fit into. Where the façades of manufactured authenticity are dropped. Where predictive, formulaic sales techniques have no place.

THE REBOOT MARKETING MANIFESTO

Version: 1.2 (updated 12 June 2026)

The REBOOT MARKETING Manifesto is an ever-evolving guide to help us create a new version of marketing. It’s an invitation to step into the marketplace in a way that connects honestly with those we serve. And from that place build relationships that ensure everyone involved feels seen, heard and valued.

Some of these principles will be easier to accept and enact than others. Some will challenge what we’ve been taught, how we’ve acted as a result and maybe even who we’ve become. Some may cause a rethink of the relationship we have with our businesses or organisations as a whole.

My objective here is to surface and name the tensions many of us are already experiencing when engaged in—or being targeted by—modern marketing. So treat this manifesto as a signpost toward a workable alternative that’s built on a higher set of values, rather than a blueprint to follow, and let’s see where it takes us...

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1) Make access easy

We will make it straightforward to access our content, know who we are and what we’re offering, and to find the information you need. We’re here to serve, not make things difficult.

In old-paradigm marketing...

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Important facts, terms or details are difficult to find or access.

Examples:

  • excessive use of jargon
  • complex ideas not easy to understand
  • important information is hidden
  • pricing at the bottom of overly long landing or sales pages
▶
Content access is limited to those with particular capabilities.

Examples:

  • excessive resolution for images
  • no transcript for videos
  • navigation requires a mouse
▶
Legal documentation is difficult to read or access.

Examples:

  • extensive use of legalese
  • overly long legal documents

In REBOOT MARKETING...

▶
Key information and terminology is easy to understand and access.

Examples:

  • jargon is limited and explained
  • all complexity is clearly explained or referenced
  • information is where it’s needed
▶
Content is as accessible as possible through appropriate design and formats.

Examples:

  • optimised web images
  • multiple formats for all content
  • functionality assists access
▶
Legal documentation is accessible and not intimidating.

Examples:

  • use of plain language
  • document layout encourages engagement
  • quick, easy summary provided to encourage reading
▶

2) Act with integrity

We will accurately represent who we are, what we offer and what is being exchanged. Acting with integrity begins with being honest with ourselves, and with you. Always.

In old-paradigm marketing...

▶
The offering appears to be—or be from—something other than what it is.

Examples:

  • misleading brand names, eg ‘HoleProof’ socks
  • individuals representing themselves as a company of many employees
  • offers of services which appear well established but are unproven
▶
Pricing that is designed to deceive or manipulate.

Examples:

  • discounted ‘full price’ (that’s never charged) to create a false discount
▶
The reasons (the why) behind an offer are unclear or unstated.

Examples:

  • lead magnet that trades an email address for ongoing communication

In REBOOT MARKETING...

▶
Representation of the offer, brand and organisation is accurate.

Examples:

  • the internal culture is accurately reflected in the outward experience
▶
Pricing is clear and unambiguous, with discounts used correctly.

Examples:

  • discounted prices are shown alongside the duration
  • discounts for end-of-line or end-of-season products
▶
Accurate representation of intent, priority and achievement.

Examples:

  • be open about the intent behind the offer
▶

3) Show respect

We will treat everyone with the highest level of respect. We will acknowledge and appreciate who they are, what might be important to them and the perspectives they hold. Always.

In old-paradigm marketing...

▶
Use of excessive repetition of requests and offers.

Examples:

  • excessive resending of emails
  • landing pages with CTAs repeated many times
  • repeated calls for reviews
▶
Lacks respect for the value of a person’s time and attention.

Examples:

  • excessively ‘grabby’ advertising
  • overly long and convoluted sales videos
▶
Uses segmentation to simplify targeting and assumptions.

Examples:

  • landing pages countering pre-determined barriers to engagement
▶
Assumes that western culture and customs are suitable for all.

Examples:

  • content written from a purely western perspective
  • disregards potential to cause insult or harm in other cultures

In REBOOT MARKETING...

▶
Uses communication sparingly, with repetition minimised.

Examples:

  • follow-up emails designed to serve the receiver, not just the sender
  • messaging reinforced only when it benefits the user
  • requests for reviews only when appropriate
▶
Makes short, simple and clear communication the priority.

Examples:

  • advertising is clear and truthful
  • avoiding excessive repetition of sales messages and CTAs
▶
Treats people as individuals not an artificial persona ‘group’.

Examples:

  • deliver facts, not answers to predicted questions
  • engage fully to understand the range of perspectives
▶
Honours regional and cultural nuances within the sectors being served.

Examples:

  • language versions for key markets
  • cultural collaboration on content
▶

4) Honour free choice

We honour everyone’s right to have free choice when it comes to making decisions, enacting personal preferences and choosing how they experience what we have to offer.

In old-paradigm marketing...

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Manipulation is employed to steer choices in a desired direction.

Examples:

  • visually highlighting one option
  • phrases like ‘most popular’
  • free tier option hidden away
  • trial users are forced to use the full ‘pro’ version
▶
Fear of missing out (FOMO) is used to encourage purchase or sign-up.

Examples:

  • limited time price reductions
  • countdown timers on offers
  • phrases like ‘hurry! few left’
▶
Access to change personal details or preferences is deliberately difficult.

Examples:

  • cancellation option hard to find
  • multi-step change processes
  • use of multiple mailing lists
▶
Unexpected experiences are used to hijack attention.

Examples:

  • auto-playing audio or video
  • pop-up calls to action
  • distracting animations

In REBOOT MARKETING...

▶
Transactions based on finding ideal fit and positive gains for all, not fear.

Examples:

  • equal emphasis for all options
  • comparisons are neutral, with differences clearly laid out
  • all options are clearly visible
  • trial users can choose which version they wish to try out
▶
People are allowed to make a considered choice without pressure.

Examples:

  • price reductions remain in place
  • written content is free of hype
  • the offering is stable over time
▶
Steps to update preferences and plans are minimised and obvious.

Examples:

  • unsubscribe option first not last
  • downgrading or cancelling is as easy as an upgrade
  • default is opt-out, not opt-in
▶
People are allowed to control the experience they have.

Examples:

  • default is no sound or movement
  • distraction-free user experience
  • always ask before triggering action
▶

5) Build trust

We will act to build trust, not erode it, recognising that what we say, how we present it and the actions we take can all have an impact. Trust is to be valued and treasured, not squandered for the sake of securing a preferred action.

In old-paradigm marketing...

▶
Things are not what they seem, or require more than was expected.

Examples:

  • free trial requires payment details
  • click to download requires email
  • signing up includes opting in
▶
The collection and use of personal data is treated with little respect.

Examples:

  • use of data not made explicit
  • data is poorly protected
  • deleting data is made hard
▶
Any opportunity for refunds or exchange is deliberately limited.

Examples:

  • refund policies are hard to find or not available
  • renewal dates are not made clear prior to final sign-up

In REBOOT MARKETING...

▶
Every transaction and requirement is fully and clearly outlined.

Examples:

  • free is free, no strings attached
  • when emails are requested there’s full declaration of all future uses
  • the default is opt-out, not opt-in
▶
Access to personal data is treated as a privilege, not a right.

Examples:

  • how data will be used, both now and in the future, is clearly stated
  • safeguards to protect data and meet legal privacy requirements
  • data deletion is clear and simple
▶
Guarantees and refunds have long timeframes and few criteria.

Examples:

  • refund policies are clearly set out where obvious and easy to access
  • payment schedules are clearly laid out in advance in an obvious place
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6) Foster relationship

We acknowledge that relationship is at the core of any worthwhile connection we have with others. We will foster and strengthen those relationships through honesty, openness and mutual value.

In old-paradigm marketing...

▶
Building relationship is given a low priority, or actively discouraged.

Examples:

  • direct contact by customers is difficult or impossible
  • customer service levels are minimised to reduce costs
  • automated communication is passed off as being from a person
  • response times are slower than acceptable for the use case
▶
The organisation limits how and when people connect.

Examples:

  • contact details are hard to find, or not provided at all
  • contact details are limited to an email (no phone number)
  • it’s difficult or impossible to speak to a human directly
▶
Low investment in customer service capability.

Examples:

  • inadequate language skills
  • higher levels of support are not easily accessible

In REBOOT MARKETING...

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Relationship building is built in to how the organisation shows up and acts.

Examples:

  • the organisation is available for (and responsive to) customer engagement
  • customer service are optimised for service, not cost savings
  • automated communication is clearly labelled as such
  • appropriate response times for each situation are set and met
▶
Contact options are made clearly available, with limits that work for all.

Examples:

  • details like email, phone number or address are readily available
  • people can choose how they prefer to connect
  • wanting to deal directly with a human can do so
▶
Customer service expertise and capability is a priority.

Examples:

  • language skills match what’s needed by the customer
  • easy access to required level of support
▶

7) Deliver net-positive value (within the act of marketing)

We will ensure that our marketing activity delivers value to those targeted, and that value exceeds what we ask of them, both now and across any subsequent future demands.

In old-paradigm marketing...

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Exchange is based on perceived value / cost, which can be manipulated.

Examples:

  • cost:benefit arguments are oversimplified
  • overlooking or excluding externalities
  • present time urgency used to raise perceived value
  • long term costs are downplayed
▶
Marketing is seen as something done ‘to’ the customer, not done ‘for’ them.

Examples:

  • important information is held back
  • marketing demands time and attention for no return

In REBOOT MARKETING...

▶
Exchange is based on actual value / cost, extending beyond here and now.

Examples:

  • data used to demonstrate value is explored fully
  • externalities are considered and factored in to meeting customer needs
  • simple language without ‘hype’ is used to convey potential value
  • short and long term implications are portrayed
▶
Marketing activity itself solves some version of the customer’s problem.

Examples:

  • information in marketing is complete enough to be useful
  • customer time and attention is traded for value, not taken

IT’S A JOURNEY THAT NEVER ENDS

The current version of the REBOOT MARKETING Manifesto sets out the horizon as far as I can see it, based on from where I’m standing today. But I know that more will be revealed the farther we travel. If you get there first, be sure to let me know what you find.

About

The REBOOT MARKETING Manifesto is published by Nick Tucker, a New Zealand-based marketer and writer, inquisitive technologist and exploring systems change practitioner. Learn more about Nick and the genesis of REBOOT MARKETING on the ‘ABOUT THE AUTHOR’ page.

And if you like the values behind REBOOT MARKETING, check out the OPENBRAND Wheel. It’s a framework that extends the typical branding process to dig deeper, to begin revealing what we usually keep hidden, and so build a more authentic, customer-centric position in the marketplace.

Disclaimer

The ideas and practices in this manifesto are shared in the spirit of open discussion and inspiration. They reflect my current perspective, not a prescription. Every business is different, so consider these ideas critically and make decisions that are right for your goals and context. I accept no liability for outcomes arising from applying these ideas.