Luckily (I consider myself lucky), I am allowed to tell those stories for brands. A chance to creatively turn a marketing strategy into something far more human. Like some wordy alchemist, blending facts, truths, insights and purpose with emotion to set the right tone of voice to engage an audience.

One of my personal favourite ways to tell a story is via a brand manifesto. Often, these are an internally-facing statement, never seen by anyone outside an organisation. Instead, it adds plumpy flesh to clarify what the company stands for and sell in a new direction the brand is taking. But they are invaluable.

A BRAND MANIFESTO can clearly articulate what the brand stands for and why employees should work for it. It motivates, inspires and speaks with a common voice for all to understand. It puts the WHY in why the brand exists.

I have written a fair few manifestos in my time, from holiday brands to the world's tallest building. Here's one I wrote earlier for the launch of the Lotus hypercar Evija, just to say I'm available for freelance projects, whether that's a new integrated campaign, a website, engaging content, or, of course, manifestos.

Thanks for reading.