Brand Constitutions: The Legible-Lovable Standard for Building Equity in an Agentic Economy

While the marketing and creative industries remain consumed by AI's ability to generate assets, Thomas Marzano has been laying the groundwork for a future of branding none of us saw coming. One in which digital brand experience is no longer in our control, and most of what we've built—including guidelines and websites—are "rendered" both illegible and possibly unnecessary.

This isn't just about the decline of performance marketing; that's merely a symptom of a deeper shift occurring in how humans fundamentally interact with technology. Their relationships are changing, and not only with the platforms and devices they use, but also with the brands they choose to purchase and, most importantly, choose to love. All thanks to AI agents and the technological advancements powering their ubiquity.

Enter agentic branding, the new reality we now all operate within, and with it, what Thomas calls "the Brand Constitution." In this manifesto, he addresses the questions that define our era:

• What is the antidote to the Shortlist Effect produced by AI agents?

• If brand guidelines are no longer enough, what should we build instead?

• How can Brand Constitutions shift the power from agents back to brand leaders?

• What does a brand’s Experience Engine truly look like?

• And how will we measure equity in an agentic world?

Make no mistake, the pages you're about to read stem from the experience and intuition of someone who has led some of the biggest brands on the planet, including Philips and ASML. Thomas possesses a rare combination of brand and digital expertise, and he knows what it means to apply both in harmony at scales many of us only dream of. So, if there's one person we should be listening to, it's probably him.