Deconstructing The North Face's Brand Manifesto

What is a brand manifesto?

A brand manifesto is not your average storytelling, it’s a punchy and unique kind of storytelling that aims to challenge the status quo. Brand manifestos are traditionally used across advertising campaigns, usually in the form of the script for a video or short film, or for the launch of a new product, but the message rolls out across all the comms.

Today, I’m breaking down one of the most well known brands on the planet, The North Face, and how they made use of the brand manifesto to elevate their campaign.

The North Face’s manifesto

Here’s the intro from The North Face’s manifesto. See how it sets the scene and introduces The North Face as somewhat of a rebel.

“Three letters. On their own, they don’t look like much. But what they stand for couldn’t be more fundamental: NEVER STOP EXPLORING. It’s not just what we do, it’s who we are. At The North Face, our need to explore is in our DNA.”

This is the second paragraph. Here, it’s all about out with the old and in with the new, disrupting the status quo of playing it safe – even back in 1966. The deliberate reference to the year tells us that The North Face has always been a pioneer right from the start, always right at the front, leading the way – a subtle nod to hiking. Notice the momentum that this introductory paragraph builds up.

Finally, The brand belief is evoked: “we believe exploration happens anywhere”.

Here’s the third paragraph, which depicts their “dare to be different” mentality, no matter where you are in the world. For The North Face, adventure doesn’t start on the mountains – it’s a mindset, a way of experiencing the world.

Notice the way the manifesto draws battle lines: us vs. them, new vs. old, old paradigms, new paradigms.

“Right from the beginning, way back in 1966, we’ve ventured into the unknown. We’ve dared to disrupt and question the status quo. We’ve asked ‘what if?’ and ‘why not?’. Even the fact that an outdoor company was founded in the heart of a very urban San Francisco should make it clear we believe exploration happens everywhere. For us, exploration is a mindset, an approach and a way of experiencing the world. So whether exploring a new peak or a new neighbourhood, we are all united as explorers.”

And finally, an impactful ending with a call to action to motivate the reader: take risks, stay curious, be fearless. In exploring the nature of “exploration”, The North Face proclaims a new way forward for existing.

This section positions the brand as an experimental, courageous maverick, at the forefront of all things adventure.

“So take your inhibitions, your prejudices and your fears, and dump them somewhere. You won’t need them where we’re going.”

The manifesto follows this storytelling structure:

1. Set the scene, present an old way of living and hint at the new

2. Introduce the brand as the disruptive protagonist in the story

3. Evoke the belief and a new mindset – a new way of experiencing the world

4. Call to act – motivate and inspire the audience to take action and adopt this mentality

A final word on Brand Manifestos

Manifestos champion a new era. They critique the status quo while voicing a new way of being. 

Manifestos won’t suit all businesses, but for a challenger brand like The North Face, it strikes just the right chord, motivating the audience to join the adventure and inspiring them to embrace their inner rebel.