Manifesto Definition
A manifesto is a published declaration of the views, intents and motives of an individual, company, organization, party or movement. Manifestos serve as a rallying cry that unites people around a unified mission, belief or purpose. Manifesto examples such as art manifestos and political ones have been used for decades. The manifesto definition can also be applied to brands as well.
In the world of branding and design, manifestos have began to serve as a more compelling alternative or addition to a mission statement. Brands are beginning to look to manifestos as a way to express a stronger sense of purpose, belief and vision that resonates with people emotionally. Manifestos have the power to transform a brand into a global movement that is beyond just selling products and services. Below are some great examples of manifestos.
Manifesto Examples
Some manifesto examples in branding and design can be seen in the Apple manifesto, Nike Running, RED, Massive Change and Agile Development.
1.) The Apple Manifesto
This is arguably the most famous out of all the manifesto examples. Around 1997, when Steve Jobs returned to Apple, he worked with his Ad agency, Chiat/Day to craft a new campaign to reestablish the sense of determination and purpose in his company. This manifesto was part of the “Think Different” campaign which was hugely successful. It aligns the brand with the great minds in history that people admire. People who think different and impact the world.
2.) The Nike Running Manifesto
For decades, Nike has successfully won the hearts of consumers around the world through their impactful messaging that connects with people on an emotional level. Nike is clearly more than just selling shoes. They published a manifesto that acts as a bold declaration of what they believe in as a brand. This was a part of the Just Do It campaign which was the most successful in the history of the company.
3.) The (RED) Manifesto
Red is a non-profit organization that helps to fund the fight to end AIDS and COVID-19 by partnering with brands to create consumer products and experiences. They initially started with combating only AIDS and they have a vision of a world without pandemics. They released a manifesto that differentiates them from other non-profits and charities. It clarifies what they are about. As more of a business model than a charity. But one with a broader vision. To change the world for the better.
4.) The Incomplete Manifesto For Growth
Massive Change is a global design consultancy based in Chicago. It redefines design as more about the innovative ideas and developments that are shaping the future rather than just visuals and aesthetics. Bruce Mau, the cofounder and CEO released a 43-point manifesto that shook up the design industry. Below I have listed the first 5 out of 43 points of The Incomplete Manifesto for growth. To view the full manifesto you can click this link.
1.) Allow Events to Change You.
You have to be willing to grow. Growth is different from something that happens to you. You produce it. You live it. The prerequisites for growth: the openness to experience events and the willingness to be changed by them.
2.) Forget About Good.
Good is a known quantity. Good is what we all agree on. Growth is not necessarily good. Growth is an exploration of unlit recesses that may or may not yield to our research. As long as you stick to good you’ll never have real growth.
3.) Process is More Important Than Outcome.
When the outcome drives the process we will only ever go to where we’ve already been. If process drives outcome we may not know where we’re going, but we will know we want to be there.
4.) Love Your Experiments (As You Would An Ugly Child).
Joy is the engine of growth. Exploit the liberty in casting your work as beautiful experiments, iterations, attempts, trials, and errors. Take the long view and allow yourself the fun of failure every day.
5.) Go Deep.
The deeper you go the more likely you will discover something of value.
5.) The Agile Development Manifesto
The manifesto definition also extends into the world of software. Agile development is a user-centered approach to design that is uniquely based on collaboration between self-organizing and cross-functional teams, adaptive planning, iteration and a response to change that is flexible and rapid. It places more emphasis on the ‘practical’ over ‘process’. The highest priority is to satisfy the customer through early and continuous delivery of valuable software. Below is the manifesto for Agile development.
“We are uncovering better ways of developing software by doing it and helping others do it. Through this work we have come to value:
Individuals and interactions over processes and tools.
Working software over comprehensive documentation.
Customer collaboration over contract negotiation.
Responding to change over following a plan.
That is, while there is value in the items on the right, we value items on the left more.”
In conclusion, the manifesto definition isn’t only for old politics and art movements. It can also be applied to modern brands and movements. Manifestos give a brand a stronger sense of purpose, direction and meaning that echoes throughout the marketplace. Manifestos aren’t just for brands but for larger movements that shape the world and change how people see things. If you enjoyed this article of manifesto examples then you may also like my previous one, Brand Purpose: 5 Inspirational Examples.
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