The Vibe Marketing Manifesto
The SaaS world is full of brilliant products that are getting harder and harder to sell.
You’ve all seen it: beautifully coded platforms with zero soul. Landing pages optimized to death, yet emotionally bankrupt. Everyone’s running the same playbook, shouting into the same void.
Founders obsess over metrics and ignore what actually drives people to buy. The result? Paid ad campaigns run at a loss. Demos that go nowhere. CAC is through the roof. Endless effort for minimal return.
That era is ending. And fast.
We’re entering a new age where emotion is the algorithm, vibes are the differentiator, and the energy behind your product is your most valuable asset.
And what’s unlocking it all?
Artificial Intelligence.
AI has changed the rules of marketing forever. Not just because it can write copy or generate visuals, but because it gives you the power to move faster, dream louder, and scale emotional resonance with precision. For the first time, we can use machines to feel with more clarity, not less.
This is Vibe Marketing:
An AI-first, emotion-led marketing philosophy for the post-content era.
Not just content at scale, but aesthetic at scale.
Not just personalization. But personality, amplified.
It’s not about abandoning data. It’s about aligning it with desire.
It’s not just strategy. It’s sensory. Intuitive. Alive.
It’s not just about being smart (it matters). It’s about having a soul (which also matters).
This manifesto is a line in the sand. A call to SaaS founders, marketers, designers, and dreamers:
Stop building products that talk like tools.
Start creating experiences people want to buy into.
Vibe Marketing is an AI-first, emotion-led marketing philosophy for the post-content era.
#2
What Is a Vibe, Really?
“You don’t just see a vibe. you feel it.”
We always throw the word around: That has a vibe.
But what does that mean?
A vibe is not a style.
It’s not a font.
It’s not a moodboard, brand bible, logo, or tagline.
A vibe is the emotional frequency your presence gives off—the instant, instinctual feeling someone gets when they interact with you. It’s not what you say. It’s what people feel when you say it. It’s the difference between being remembered and being recognized.
In a world of infinite scrolling content insanity, your vibe is your emotional fingerprint. A silent signal that tells people:
“This is for you.”
“You get it.”
“You belong here.”
The Science of a Vibe (Yes, It's Real)
Vibes aren’t just aesthetic energy. They’re a cocktail of sensory inputs and emotional associations. Your brain processes visual and emotional data faster than text. We feel first, think second. That’s why:
Colors trigger mood.
Typography carries tone.
Sound design shapes emotion.
Voice builds intimacy.
Layout and rhythm affect trust and flow.
Vibe = all of these things working together in sync. Like a band hitting the perfect chord.
When it’s right, people don’t just notice you—they feel you.
The Vibe Equation
Vibe = Emotion + Aesthetic + Energy + Context
Your vibe is:
The emotion you want to evoke.
The aesthetic you present visually and verbally.
The energy of how you show up (slow, loud, mysterious, playful, etc.)
And the cultural context you’re playing within.
That means a highly technical B2B SaaS can have a vibe. It just has to choose one and express it with intention.
Why Vibe Matters More Than Ever
In a world full of AI-generated sameness, vibe is your differentiator. It’s the part no one else can fake. No one can copy your energy, your taste, your cultural intuition.
And now, with AI tools at your fingertips, you can craft and scale your vibe faster than ever. But only if you know what it is and how to wield it.
In a world of infinite scrolling content insanity, your vibe is your emotional fingerprint.
#3
The Collapse of the Old Way
“Optimized. Automated. Soulless.”
For the past decade, SaaS marketing has been a copy-paste game of the Same templates. The same tone and the Same playbook.
Write SEO blogs → build backlinks
Run paid ads → tweak the funnel
Create a lead magnet → pray for downloads
Email nurture sequence → “Book a demo”
It’s all technically correct. But emotionally dead.
Because here’s the problem: people aren’t buying software like it’s 2015 anymore. They're not falling for your funnel. They’re skipping your demo. They’re scrolling past your "value prop."
Why? Because they can feel when it’s all tactics and no soul. And the new generation of buyers, especially Gen Z, has zero tolerance for marketing that feels empty, robotic, or fake.
The Evidence: Traditional SaaS Tactics Are Flatlining
Email open rates for b2b hover around 15.14%, with click-through rates at 2.44%.
Bounce rates for most SaaS sites? Above 55%.
The average SaaS brand sees just 2% to 5% conversion from traffic to signup.
WHEN WAS THE LAST TIME YOU GOT excited about a b2B SaaS sales LinkedIn post? (Never? Ha, OK.)
Even high-growth startups are seeing diminishing returns on paid acquisition, churn rising post-trial, and trust in anything that looks like marketing is sinking fast.
The old way was built for a world of scarcity: scarcity of content, scarcity of access, and scarcity of choice. Now? Everyone has options. Everyone has AI. Everyone is overwhelmed.
The Old Marketing Stack Is Broken
Let’s be real:
The Old Way → What’s Wrong With It
Generic “pain point” copy → Doesn’t connect emotionally
Stock photos + bland UI → No visual memory, no distinct feel
Long-form case studies → No one reads them unless they’re vibing
Conversion-focused CTAs only → Lacks soul, feels transactional
“Professional” = “Personality-free” → Safe = forgettable
People Don’t Want to Be Converted. They Want to Connect.
And that’s the core truth: The modern buyer doesn’t want more content. They want more feeling. More you. More presence. More energy.
They want to recognize themselves in your brand, not your buyer persona doc. They want to share something that makes them feel cool, smart, curious, and inspired. Not a discount code.
That’s where the old way dies—and Vibe Marketing begins.
people aren’t buying software like it’s 2015 anymore. They're not falling for your funnel.
#4
The Rise of Vibe Marketing
“Not a tactic. A new language.”
So now we know: the old playbook is crumbling. But what’s rising in its place?
Not more hacks.
Not more noise.
Not another funnel.
Vibe Marketing isn't just about using AI to generate content faster. It's about transforming the entire sales journey into an emotionally resonant personalized experience that drives action.
In today's saturated market, where traditional tactics often fall flat, Vibe Marketing leverages emotional resonance, cultural fluency, aesthetic intelligence, and AI-powered execution to create connections that convert.
It’s not about going viral.
It’s about becoming memorable.
It’s about creating gravity, so your brand pulls people in without pushing.
Vibe Marketing Is the Answer to the Noise
In a world flooded with SaaS sameness, Vibe Marketing says: your brand's voice and vibe are what make it unforgettable.
Because when the product is great but the presence is flat, you’re leaving value on the table. And when the presence is powerful, even a quiet tool can build a loud following.
How Vibe Marketing Works
Let’s break it down:
Traditional Marketing → Vibe Marketing
“What are we selling?” → “What is the impact we are having?”
”Personas in a slide deck → Real people, real language
Optimize for conversions → Optimize for connection
A/B test everything → Feel your way forward + adjust with data
Explain what it does → Evoke how it feels
It’s Already Happening
The best brands in the world already live in this new lane, even in SaaS.
Notion isn’t just a productivity app. It’s an aesthetic movement.
Figma feels like collaboration with personality.
Linear is minimal, fast, and beautiful. You can feel it when you land on the site.
Duolingo turned an owl into a global Gen Z icon by embracing energy, humor, and culture.
None of these brands relies on traditional messaging or conversion tricks. They build through vibe. And it works.
AI Is the Catalyst, Emotion Is the Driver
Vibe Marketing is built for this era because it’s AI-first and emotion-led.
AI gives you superpowers:
Instantly generate on-brand copy with tone and flair.
Create endless visuals and variants with aesthetic cohesion.
Analyze sentiment and optimize emotional impact in real time.
But the differentiator is you. Your taste. Your intention. Your energy. AI is the engine. Emotion is the fuel. Vibe is the outcome.
Why It Matters Now
All barrier to entry is gone: Anyone can ship a SaaS product. The playing field is crowded.
Design, voice, and taste (brand energy) are now core differentiators.
Buyers are human again: They care how a brand shows up, not just what it can do.
The question is no longer “How do we grow?” It’s “What do we radiate?”
when the product is great but the presence is flat, you’re leaving value on the table.
#5
The V.I.B.E.™ Framework
“If vibe is the language, this is your grammar.”
So far, you’ve felt the energy shift. You know the old playbook is outdated, and that vibe is the new frontier. But how do you build a brand with vibe? How do you move from empty strategy decks and cookie-cutter SaaS websites… to something people feel, remember, and want to be part of?
That’s where the V.I.B.E.™ Framework comes in. It’s the blueprint behind Vibe Marketing. A modular, scalable approach to crafting brands that move with soul, style, and speed.
The V.I.B.E.™ Framework
V – Vision
I – Identity
B – Behavior
E – Energy
Each pillar builds on the last—together, they power a brand that resonates.
V — Vision
Anchor your brand in emotion, not just utility.
What do you stand for beyond the product?
What emotional state are you creating? Calm? Power? Clarity? Rebellion?
What’s the deeper transformation your user feels after using you?
Vibe Questions:
What emotion do we want to own in the market?
What’s the cultural energy we’re tapping into?
This is your emotional thesis—and the north star for every creative choice.
I — Identity
Design your brand as a feeling, not a font.
Aesthetic, tone of voice, motion, microcopy—everything communicates vibe
Are you soft and spacious? Tight and techy? Loud and ironic?
Does your product feel like your website? Your email? Your IG? Your error message?
Vibe Check:
If your name and logo were removed from everything, would people still know it’s you?
B — Behavior
How your brand moves through the world.
What’s your social tone? Your reply speed? Your meme IQ?
How do you show up in conversations, not just campaigns?
Do you educate? Entertain? Troll a little? Go quiet at the right times?
Vibe Truth:
You can’t say you’re cool. You just act like it.
Your vibe is in your behavior, not your About page.
E — Energy
The frequency you broadcast—and how you scale it.
This is where AI meets emotion, where creative intuition meets smart tooling.
Use AI to generate on-brand content that feels like you.
Use tools to track brand sentiment, emotional engagement, and vibe heatmaps.
Shift tone, visuals, and rhythm based on culture, not just campaigns.
Energy = Consistency + Adaptability.
Your brand needs to feel cohesive, but alive.
Put Together: Your Brand as a Vibe System
Vision gives you direction.
Identity gives you form.
Behavior gives you presence.
Energy gives you reach.
Together, they create a brand that can be felt instantly, remembered easily, and shared effortlessly.
This is how we vibe your SaaS. Not by chasing clicks, but by creating resonance. Not by looking like a category leader, but by feeling like a cultural signal.
create a brand that can be felt instantly, remembered easily, and shared effortlessly.
#6
AI, Aesthetics & Amplification
“AI is the engine. Emotion is the fuel. Vibe is the output.”
Let’s be real:
Vibe alone doesn’t scale.
Feeling alone doesn’t build a funnel.
Good taste with no output? Still invisible.
That’s where AI comes in. Because Vibe Marketing isn’t about choosing between tech and creativity. It’s about combining them so you can move faster, feel deeper, and create more meaning at scale.
🤖 AI is the Vibe Multiplier
AI isn’t here to replace your creativity but to amplify your intuition.
It helps you:
Generate emotionally on-brand content faster than ever.
Customize tone, rhythm, and imagery by audience and mood.
Analyze emotional resonance in real time (sentiment tracking, engagement depth, scroll data).
Keep your brand vibe consistent, even as you scale.
What used to take hours of moodboarding, drafting, and editing? Now you can test 10 variations of a tone of voice in minutes.
Create hundreds of visuals in your brand aesthetic without burning out your design team. Ship a vibe-packed launch campaign while your competitors are still stuck in approvals.
Aesthetic Intelligence, but Scalable
Your brand’s aesthetic is no longer just your colors and font. It’s your emotional design system.
And AI can help you:
Keep your vibe consistent across every channel (landing pages, product UI, social, email, even your changelog)
Design visuals that match your tone. whether it's surreal, minimalist, rebellious, or soft
Evolve your brand without losing its feel
Want your changelog to sound like a text from a friend? Want your onboarding emails to feel like a playlist drop? Want your website to evoke calm, excitement, mystery, or power? Now you can train the tools to speak your emotional language.
Amplify Without Losing the Soul
Most scaling kills the vibe.
More content = more noise.
More output = more dilution.
But with a Vibe Marketing approach, powered by AI:
You maintain consistency across more channels.
You create from a core emotional truth.
You don’t lose magic—you multiply it.
The trick? Let AI handle the grunt work. You own the spirit.
The Modern Vibe Stack (aka your new creative toolkit)
Here’s how smart SaaS marketers are doing it:
Tool → Role in Vibe Marketing
ChatGPT / Claude → Fast ideation, voice & tone development, playful content testing
Midjourney / Runway ML → Aesthetic concepting, moodboard visuals, brand imagery at scale
Figma AI / Uizard → Rapid UI mockups that match brand mood
Descript / Eleven Labs → On-brand audio/video voiceovers with emotional control
Typeform + Zapier → Interactive brand touchpoints that vibe with user data
Brand AI / Styleguides → Trainable AI models to feel like your brand in every output
The real move? Pair these tools with your taste. That’s the vibe edge.
This Is the New Creative Class
You’re not just a marketer. You’re a vibe architect.
You’re designing systems that feel human, sound alive, and adapt in real time. You’re not replacing storytelling with AI, you’re scaling soul through signal. This is how modern SaaS brands win hearts and feeds.
AI isn’t here to replace your creativity but to amplify your intuition.
#7
Content That Feels Like Culture
“Don’t broadcast. Radiate.”
The internet is flooded with content. Blogs, carousels, changelogs, case studies—most of it optimized to death and completely forgettable.
But every so often, something hits differently.
You pause the scroll.
You feel something.
You save it, share it, quote it, and bookmark it.
Not because it was useful. But because it vibed. That’s the difference between content and culture.
Vibe Content = Culture Signals
Vibe-led content isn’t just made to convert. It’s made to connect. To resonate. To radiate. It’s not about volume. It’s about vibration. You’re not pushing a message. You’re broadcasting a frequency.
Whether it’s a SaaS homepage or a meme on Xitter, the question is always: Does this feel like something I’d want to be part of?
What Vibe Content Actually Looks Like
Traditional Content → Vibe-Led Content
"Top 10 ways to scale..." → A note from a founder that reads like a DM from a friend
Tired listicle blog post → A scrollable story with visuals, rhythm, and emotion
“Try now” button → A CTA with personality, like “Show me the magic,” or “LFG!”
Highly produced how-to video → A raw screen recording with ✨real human energy✨
Product changelog no one reads → A ✨vibey✨ update that feels like a DJ Mix drop
It’s About How It Feels, Not Just What It Says
Here’s the test:
Would someone share this even if they didn’t use your product?
Would it get bookmarked just because the aesthetic hits?
Does it feel like it belongs in the same feed as art, music, ideas—not just B2B content?
If not, it’s probably content. Not culture.
Make It With Texture, Tone, and Taste
Vibe-first content isn’t sterile. It has a point of view, emotional nuance, and aesthetic texture. You can use AI to generate the bones, but you bring the soul.
Some signature Vibe Content formats:
✨ Changelog drops written like release parties.
🧵 Founder threads that sound like journal entries.
🎨 Carousels that feel like moodboards.
📩 Emails that don’t feel like emails.
📱 TikToks that explain your product in your actual voice, not marketing-speak.
Tools to Help You Create Culture, Not Just Content
ChatGPT – for brainstorming human-first hooks.
Figma / Canva – for crafting scroll-stopping visuals.
Runway / Midjourney – for making brand imagery feel cinematic.
Notion AI – for publishing docs with emotional precision.
Descript / CapCut – for editing lo-fi, high-feel shortform.
Xitter / LinkedIn / TikTok – where rawness wins over polish.
Make People Feel Something, Then Make It Shareable
That’s the goal of vibe content. Emotion + aesthetic + timing = signal. It’s not just about what you publish. It’s about what people pass on. Because when your content becomes culture, it spreads itself.
Vibe-first content isn’t sterile. It has a point of view, emotional nuance, and aesthetic texture.
#8
Building Community Around a Frequency
“You’re not building an audience. You’re building an emotional ecosystem.”
In traditional SaaS, “community” means a Slack group no one checks, a Discord with zero energy, or a newsletter list that’s just a lead funnel in disguise.
But a true vibe-driven brand doesn’t just have a community—it is one. Because when your brand radiates a frequency that’s real, people don’t just buy in. They belong.
Think Beyond Audience—Think Resonance
An audience listens.
A community responds.
A vibe tribe co-creates.
In Vibe Marketing, community isn't something you build after the brand. it's baked into the energy from day one.
You're not just asking people to use your product.
You're inviting them into a shared worldview.
How to Build Community Around Your Vibe
Old Way → Vibe-Led Community Approach
Create a Facebook Group → Build a Discord that feels like a house party
Collect emails → Send newsletters that feel like a group text
Post updates → Drop insider-only content, Memes, or leaks
Webinars + whitepapers →Lo-fi founder jams, voice notes, unfiltered X Spaces
“Engagement metrics” → Actual emotional responses + inside jokes
It’s not about having thousands of people. It’s about the right ones, tuning in to the same signal.
Tools to Help You Build Frequency-Based Community
Circle / Discord / Geneva – spaces where culture grows
Notion / Super.so – for beautifully designed vibe hubs
Typeform + Automations – to onboard people with personality
Voice notes, Looms, founder updates – to create intimacy at scale
Figma / Miro / Whimsical – collaborative tools that feel like play
Your Brand Should Feel Like a Group Chat
Forget the polished front-facing marketing. The future is messy. Intimate. Interactive.
A true community is when your people start talking to each other without you in the room. And it still sounds like your vibe. That’s when you know the frequency is locked in.
Community Is the New Moat
It creates brand memory.
It fuels product feedback loops.
It makes launches feel like events, not announcements.
It turns your users into emotional investors.
And here’s the kicker:
Community compounds.
Every new person doesn’t just add energy, they amplify it.
In Vibe Marketing, community isn't something you build after the brand. it's baked into the energy from day one.
#9
Measuring Vibes Without Killing the Magic
“Vibes can be measured, but not with just bounce rates and CTRs.”
The old way of measuring marketing success? Clicks, scrolls, conversions, time on page.
Useful? Sometimes. But vibes don’t live in bounce rates. You can’t A/B test your way into cultural relevance. You can’t spreadsheet your way into an emotional connection. But you can measure vibe. You need to know what to look for.
New KPIs for a Vibe-Driven Brand
Vibe Marketing introduces a new way to measure impact, not just interaction.
Old KPI → Vibe KPI (Practical + Emotional)
Bounce Rate → Scroll Depth + Exit Points: Where are users emotionally dropping off?
Time on Page → Hover Time/Scroll Behavior: Are users engaging with the content or skimming it?
CTR → Click Intent: What type of copy/tone drives curiosity or connection?
Email open rate → Reply Rate / Forward Rate: Are people emotionally engaging, not just opening?
Content Shares → Saves + DMs + Quote Tweets: Are people saying “you need to see this”?
Demo Signups → Post-Signup Activity: Are people feeling the product and sticking around?
Community Size → Community Participation: Are they posting, reacting, and sharing?
Social Followers → Vibe Velocity: How fast is your tone/language spreading organically?
Track the Signals, Not Just the Stats
Vibes leave clues—if you know how to read them.
Are people quoting your copy back to you?
Are your visuals being screenshot and reposted?
Are you being added to inspiration decks and moodboards?
Are people using your language in their own content?
These are emotional KPIs. And they’re worth more than any CPC ever could be.
Tools for Tracking the Intangible
You can’t vibe-check in Google Analytics alone.
But you can build a stack that senses emotion:
Fathom / Plausible → Clean analytics without overload
Hotjar / Fullstory → Watch scrolls like you’re watching a mood
Brandwatch / SparkToro → See how your brand is talked about organically
Typeform / Savvy surveys → Ask deeper questions like “How did this feel?” or “What’s one word you’d use to describe us?”
Instagram / LinkedIn / TikTok saves & shares → The new currency of resonance
Yes, We Still Love Data—But It Has to Serve the Vibe
We’re not anti-metrics. We’re anti-metrics that flatten nuance.
Data should sharpen your intuition, not replace it. Numbers can confirm what your gut already knows. Use analytics like you use moodboards: Not to control creativity, but to guide the glow.
The Realest Metric of All? Cultural Stickiness
You’ll know the vibe is working when:
Your community finishes your sentences.
Your tone shows up in other people’s tweets.
People refer to your product as a noun or verb, not a tool.
The experience becomes a flex, not just a feature.
That’s vibe performance. And it’s the most valuable metric you can’t fake.
Use analytics like you use moodboards: Not to control creativity, but to guide the glow.
#10
The Future Is a Feeling
“Data moves fast. Culture moves faster. But feeling. A feeling is forever.”
We're at the edge of a new era in brand building. One where taste is tech, emotion is strategy, and AI is the amplifier of intuition, not the replacement for it.
The brands that win tomorrow aren’t the loudest. Or the most optimized. They’re the ones who feel the most alive.
Why Feeling Is the Future
AI can generate content. But only you can create meaning.
Anyone can build a SaaS now. But not everyone can create a vibe.
Traditional branding is predictable. Vibe-led branding is unforgettable.
When there’s infinite content, infinite tools, and infinite sameness, the only thing left to differentiate is energy.
And energy is emotional. It’s aesthetic. It’s cultural. It’s what makes someone say: “This isn’t just a product. This feels like me.”
This Is Bigger Than Marketing
This isn’t just a playbook for better copy or cuter CTAs. This is about how we build, launch, and live with the things we create. It’s about:
Products that feel like art.
Emails that feel like conversations.
Teams that build with feeling baked in.
Brands that move with intuition, not just rules.
In this world, vibe becomes the new UX. Your brand is no longer what you say. It’s what they feel when they scroll.
And Here’s the Twist… AI Makes It All Possible
Without AI, vibe marketing would be slow. Manual. Niche.
But now?
You can generate ideas at the speed of intuition.
You can test emotional tones instantly.
You can scale storytelling without losing soul.
AI is the bridge. Emotion is the destination.
The Future Belongs to Brands That Feel Human
People are tired of polished. Tired of noise. Tired of being marketed at or sold to.
They want something that feels real. That has a point of view. That carries a vibe they can trust, even if it’s weird, raw, or imperfect.
The next wave of SaaS brands won’t sound like SaaS at all.
They’ll sound like culture. They’ll feel like something.
So if you’re still chasing funnels and templates, you’ll be left behind.
But if you build a brand that feels like a person, moves like a song, and vibes like a moment, you’ll build something people actually want to be part of. That’s the future. And the future is a feeling.
When there’s infinite content, infinite tools, and infinite sameness, the only thing left to differentiate is energy.
#11
This Is the Frequency
If you know, you know.
This isn’t about tips. Or hacks. Or funnels.
This is about the feel.
About marketing as something people feel, not just something they see.
About being the one people remember without knowing why.
You can’t fake a frequency.
You tune into it.
You shape it.
You radiate it.
The brands that win now?
They don’t chase. They attract.
They don’t scream. They hum.
They don’t perform. They pulse.
We’re not making content.
we’re sending signals.
A headline that feels like déjà vu.
A landing page that hits like a lyric.
An update that reads like a text from someone who gets you.
This is tone as strategy.
This is aesthetic as infrastructure.
This is emotion as scale.
The tech? It’s here.
The tools? Are Easy.
The difference? Vibe.
Taste. Timing. Intent.
You don’t need a 12-step playbook.
You need to feel the frequency and keep it steady.
So if you’re building something…
Build it with energy.
Build it with taste.
Build it like it already belongs to the people who will love it.
This is the frequency.
Stay on it,
Gregory Kennedy, Chief Vibe Marketer