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BRAND MANIFESTOS 101

Published on Feb 01, 2018

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1.

BRAND MANIFESTOS 101

A Crash Course
Photo by Kane Reinholdtsen
2.

WHAT'S A MANIFESTO?

Heart & Soul of a Brand's Story
Photo by katerha
3.

man·i·fes·to

"A public declaration of principles, policies or intentions."
Photo by TEDxNJLibraries
4.

YOUR BRAND'S PROMISE

Audience asks, "What's in it for me?"
Photo by Nicholas Green
5.

WHAT ARE YOU REALLY SELLING?

Not the brand itself, but the value it delivers.
Photo by zphoneography
6.

NIKE

"Just do it."
Photo by Warren Wong
7.

WAIT, ISN'T THAT A TAGLINE?

Tagline = Single Phrase / Manifesto = Full Story
Photo by Andrew Furlan
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Untitled Slide

9.

ONE BRAND

can have many stories to tell
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12.

VOX PROMISE

What do you think it is?
13.

MANIFESTO MAGIC

  • Captures emotional connection w/ audience
  • Paints picture w/ words
  • Answers question: "Why should our audience care?"
Photo by Mervyn Chan
14.

PEDIGREE

Captures emotional connection


Link to Video: https://www.youtube.com/watch?v=Mk7tsp4wdVo
Play Video
15.

HOLSTEE

Paints picture with words
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LURPAK

Answers question: "Why should our audience care?"


Link to Video: https://www.youtube.com/watch?v=0fIUjO40AA4
Play Video
17.

MANIFESTO FORMATS

  • Super Bowl
  • The actual product or service itself
  • Anywhere a brand lives
Photo by Justin in SD
18.

JEEP

Big Super Bowl spot, small production budget


Link to Video: https://www.youtube.com/watch?v=EtwkuqiPJy4
Play Video
19.

LULULEMON

The actual product itself
Photo by m01229
20.

CHOA

The actual service itself


Link to Video: https://youtu.be/mbJDdJANnT0
Play Video
21.

REI

Anywhere a brand lives


Link to Video: https://www.youtube.com/watch?v=MAAvQvaeGTE
Play Video
22.

WHY A MANIFESTO?

  • Shareable content
  • Marks a milestone
  • Source of pride
  • Promotes the brand
  • Evokes a response
Photo by dharder9475
23.

VOX

Let's manifesto that destiny
Photo by Taylor Bryant
24.

1. HOW MANY POVs

can we explore to tell our story?
Photo by Luca Bravo
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2. HOW CAN OUR STORY

start & end with a bang?
Photo by Ryan Wong
26.

3. WHAT ABOUT VOX

gives you goosebumps?
Photo by MTSOfan
27.

THANK YOU

brandon.george@gmail.com // @wundermuse
Photo by Marion Michele

Brandon George

writethegoodfight.com