MANIFESTO
When you dedicate your brand to
genuinely caring about people and the world, positive outcomes follow gradually.
①
Be a Voice, not an Echo
Brands need to find their own way to have influence in an ever-changing, complex cultural, and technological context. They need to find their own unique story of what their brand stands for and why it matters in the world. To grow strong, they need to challenge conventions and express themselves in a unique and extraordinary manner, creating something out of the ordinary.
②
Stay Playful
A modern brand never stands still. It is able to be true to itself while simultaneously evolving with culture. Reinvention, creative expression, imagination, and design excellence are driving forces when creating innovative experiences and generating emotional impact. Complex static brand strategies will be useless compared to living creative concepts applied with empathy and care.
③
Storyliving not Storytelling
Branding is an evolving relationship with the customer. Actions and meaningful experiences are more impactful than merely recounting a brand's products and services. Brands need to connect with their audience on a deeper, emotional level. Living and telling their true selves resonates with people, fostering a stronger bond between their brand and customers.
④
Truly, truly Care
Brands need to stop talking only about themselves and start truly engaging with the world in an authentic way. The ones that genuinely care, listen to their audience, offer assistance, and provide advantages, thereby generating a real impact in people's lives, will be the ones who stay relevant in the future.