Created by Lonnie Elliott
Welcome
This is a free resource for studying and enjoying the craft of brand manifestos. All the articles are based on a personal system I developed over 14 years as a brand writer inside the creative studios at Meta and Apple.
Manifesto Examples
175+ Great Scripts
Click the link below to explore a collection of manifesto-worthy print ads and commercials scripts, all of which offer valuable insight into the craft of establishing creative ideas.
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Knowledge Center
How to Structure a Manifesto
This page walks you through the structure of great manifestos. Learn how to create powerful pieces with examples from the archive. Recently updated with the sixth and final structure: The W Shape.
Mastering the Manifesto Style
Manifestos use specific language techniques that make them more memorable. Even though you may only use a few each time, I’ve found it helpful to keep all of them close at hand should a need arise.
Types of Brand Manifestos
Newly expanded with 36 themes, which gives shape to the job your manifesto is doing. The themes are bucked into six umbrella categories, all of which can be written in every structure.
Manifesto Cheat Sheets
I frequently post guides on Linkedin covering different aspects of the manifesto process. You can access an archive of those, which include deep dives on structure, genre, openings, endings, and more.
External Resources
© Lonnie Elliott 2026