The Brand Manifesto

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What brands do you associate with?

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I do not associate with brands because of their slogans.
I associate with brands because of their integrity.

I do not want a glossy commercial that wins awards if the factory floor is filled with silence and strain.
I want truth that stretches from the warehouse to the storefront.

I do not want the theatre of virtue.
I want the discipline of honesty.
Not announcements, but audits.
Not glossy campaigns, but clean supply chains.

I do not want promises that sound good in press releases but vanish in practice.
I want evidence. Numbers. Details. Names.
I want the courage to admit failure and the persistence to change.

There are corporations who fear reprisal more than they value integrity.
They chase advancement no matter what is compromised in the process.
We see them. We will not forget.

I do not want brands that curate an image.
I want brands that cultivate trust.

I do not want brands that echo my desires.
I want brands that reflect dignity—of land, of labour, of life.

This is what I associate with:
The unseen seamstress paid fairly for her craft.
The farmer whose soil is restored, not robbed.
The company that chooses principle over profit, even when no one is watching.

These are the brands I let into my home.
These are the brands I carry in my wallet.
These are the brands I will be proud to be associated with.

Because association is not a logo.
Association is an act of conscience.