The document discusses what a brand manifesto is and provides examples. It states that a brand manifesto is more than just identifying what makes a brand unique, but rather it is a plan for a better world, a declaration of independence, and a moral compass that will guide and define the brand. It notes that a manifesto speaks in the collective voice and active voice, is prompted by a desire to change the status quo, and provides the framework for future decisions. Examples of brand manifestos from DuckDuckGo, Everlane, and NextDoor are then provided.

1. BRAND MANIFESTOS + WORKSHEET
A brand manifesto is more than a catchy way of identifying what makes your brand unique. It’s your plan
for a better world, a declaration of independence, and a moral compass that will guide and define your
brand. A manifesto has a rhythm, a cadence, and it has a spirit.
A manifesto speaks in the collective voice.
A manifesto speaks in the active voice.
A manifesto is prompted by a desire to change the status quo.
A manifesto is the framework for future decisions.
[Manifesto Example: DUCKDUCKGo]
Their manifesto declares, “We believe in better search and real privacy at the same,” and goes on briefly
to show how their beliefs play out—how they’re manifested—in real life.
[Manifesto Example: Everlane.com/About]
[Manifesto Example: NextDoor.com, the private social network for your neighborhood ]
We are for neighbors.
For neighborhood barbecues. For multi-family garage sales. For trick-or-treating.
We're for slowing down, children at play.
We're for sharing a common hedge and an awesome babysitter.
We're for neighborhood watch. Emergency response. And for just keeping an eye out for a lost cat.
We believe waving hello to the new neighbor says, “Welcome” better than any doormat.
We believe technology is a powerful tool for making neighborhoods stronger, safer places to call home.
We're all about online chats that lead to more clothesline chats.
We believe fences are sometimes necessary, but online privacy is always necessary.
We believe strong neighborhoods not only improve our property value, they improve each one of our
lives.
We believe that amazing things can happen by just talking with the people next door.
We are Nextdoor. We are simply you and your neighbors, together.

2. BRAND MANIFESTOS + WORKSHEET
A manifesto speaks in the collective voice.
What does your brand value?
A manifesto speaks in the active voice.
A manifesto is a living, engaging thing that rallies its supporters to act accordingly.
manifestos might declarative verbs like “We choose,” “We embrace,” “We refuse,” “We believe.”
A manifesto is prompted by a desire to change the status quo.
Really great manifestos are agents of change. Their creators are pursuing a better something,
and they think you should too.
A manifesto is the framework for future decisions.
Fill in these blanks: “We believe in ______________ , and that’s why we _______________ .”
Each team must write 2 manifestos, using 8-10 sentences for each.