One year in, was our Brand Constitution manifesto right?
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One year in, was our Brand Constitution manifesto right?
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In November of 2025, the manifesto—Brand Constitutions: The Legible-Lovable Standard for Building Equity in an Agentic Economy—put brands’ rendered future at 2027. But it arrived earlier than expected. Flavia Barbat, editor-in-chief of Brandingmag, and Thomas Marzano, founder and agentic branding advisor at Marzano Consulting, catch up on what held true, what moved faster than planned, and what brands should do about it now.
Through their unique vantage points, Flavia and Thomas treat legibility and lovability as a single standard—the two sides of brand governance every leader must consider as they transform their organization with and for AI.
Here’s a breakdown of their conversation:
00:00:00 Looking back at the manifesto
00:05:00 Trust, checkout, and who owns distribution
00:10:26 When the predictions came true
00:16:47 WebMCP and the two internets
00:18:21 Do you still need llms.txt?
00:21:18 Why two perspectives make one discipline
00:24:16 Ritual in an agentic world
00:29:10 Earning the right to be named
00:34:36 When the intangibles become tangible
00:36:30 The four value pillars
00:41:00 Back to GEO and AEO
00:46:33 Governance and the integrity gap
00:56:42 Top-down strategy meets bottom-up cleanup
01:05:08 Closing thoughts