I just read Catherine the Great’s manifesto and let me tell you it wasn’t that great. Way too wordy for my liking and completely lacking in wit or insight.
Today’s brand manifestos – at least the good ones – capture the essence of a company (or a country) in ten points or less – snappily made and compellingly presented. Catherine’s not-so-great manifesto needed a ruthless editor and a shot of memorable personality.
You might have gathered by now that markmywordiness is no stranger to the workings (and writings) of the brand manifesto. At the risk of seeming like a self promoter (!) the manifesto is among many essential branding tools I create for companies who need a good, reliable compass - moral or otherwise.
The brand manifesto helps everyone understand whom you are, what you do and what it is you stand for. And they’re great yardsticks for evaluating how everything (and more importantly everyone) is staying on track and on message.
GREAT MANIFESTO EXAMPLE NO. 1: JONATHAN ADLER
The esteemed potter Jonathan Adler is a flag waving, card carrying, cash register ringing advocate of the brand manifesto. I had the privilege of working with him on this early version. His manifesto (or Spanifesto as it’s called in his Miami store) snaps and crackles with the brand's signature irreverence, informing his company, customers and fans what he's about in a way that actually penetrates the consciousness - and, hopefully stays there.
"I for one am not going to stand idly by while companies wade into unchartered waters without a good brand manifesto."
Call my agent for an immediate appointment.