While we earn our living telling brand stories that drive product demand and create consumer preference, we aspire to make every purchase matter on a deeper level. We claim to put “care over commerce” and believe with every bone in our body that brands are meant to stand for something more than simply profit. So how can we put our money where our mouth is and aid purpose-driven consumers and brands in finding one another at the time of year when finding the perfect gift is both the ultimate ambition and a most challenging proposition?
Despite society’s best human intentions to make the holidays a meaningful time of year--anchored in love, kindness and generosity--the rat race of it all can rarely be avoided. Holiday spending continues to grow, and the pressures surrounding our consumerism can overwhelm even the best of us.
The 2016 edition of the Manifesto Guide to Intentional Gifting showcased 20 purpose-led products and brands that we believed the world needed to know about. Ranging from Portland-based “drinking chocolate” startup, Treehouse Chocolate, to the compelling love child of two American icons (Shinola+Leatherman), we sought to bring together a unique collection spanning price ranges and prospective recipients. In other words, we wanted to have something for everyone...all connected by a shared sense of passion, ambition and purpose.
For the sake of practicality and access, we had one requirement--that each product be available for purchase online. Doing so allowed us to send shoppers directly to the source. Many of the companies opted to provide us with a discount code, which was a nice bonus that enabled us to track sales and score our shoppers a deal at the same time.
The online guide, viewable at manifestogiftguide.com, was accompanied by a limited print run of the full 57-page catalog publication. The 2017 edition will be released in November. Be sure to join our email community for updates and early access.
Key elements included:
• Brand positioning and rollout strategy
• Copywriting and design
• Photography and layout