When I start work with a new client, on a new campaign, I like to try to capture the essence of the campaign with a brand manifesto. A rallying cry behind which employees from all corners of the company can band together under a single flag and ride forth into the marketplace with a shared sense of purpose. Sometimes these turn into ads or video copy. Sometimes they are printed large, framed and hung prominently in the lobby. At the very least, they burrow into the communal subconsciousness and get people humming on a common frequency

Here are a few examples of manifestos that helped to land new clients and/or sell campaign concepts.