Created by Lonnie Elliott
Welcome
This is a free resource for studying and enjoying the craft of brand manifestos. It’s based on a personal approach I developed over 12 years as a copywriter and copy director while working inside the creative studios at Meta and Apple
Looking for something special? Hit me up. I am constantly looking for ways to improve this site. If you have any feature requests, manifesto submissions, or run into any trouble, send me an email. Thanks for visiting.
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 Write 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
Now fully updated and improved. Every manifesto can be classified into six themes, which is the task your manifesto sets out to accomplish. Every theme 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
Deck of Brilliance
A stunning free resource for decoding and exploring conceptual strategies. Stuck coming up with a big idea? Start here.
Stuff from the Loft
A huge collection of great copywriting sorted by individual writers. Click on a link on the page to find scores of great work.
© Lonnie Elliott 2025