A brief presentation prepared for PHD London's Planner's conference in April 2012. As per the IPA Excellence Diploma format, we were asked to discuss something "we believed in", in this case, i discussed the importance of brand purpose.

1. I Believe
Tom Darlington
@darlo_t
www.tomdarlington.tumblr.com

2. Once upon a time in the west....

3. Signs and symbols

4. Still being used today

5. They Describe the conditions in which
modern America was born

6. And Lend insight into why America
thinks and acts as it does

7. So what?

8. I believe brands need to
identify their ‘western’
or, in less abstract terms:
I believe in the importance
of ‘purpose’

9. “People don’t buy what you make, they
buy why you make it” – Simon Sinek

10. Consumerism is dead (at least for
the time being)

11. Technological change is more
pervasive and rapid than ever before

12. Obvious, right?

13. How many can you think of?

14. uncover ‘myths’ and ‘legend’
choose enemies/fight battles
Use purpose as a compass
as a lens for culture

15. Tell these stories through
communication
organise yourselves (and
your actions) around it
find people who share your
ambitions

16. Hiut denim

17. Nike

18. Bartle Bogle Hegarty (bbh)

19. Ceo a
The path company A must take is
clear; to drive the growth of
core electronics, primarily
digital imaging, smart mobile and
game; to turn around the
television business and to
accelerate the innovation that
enables us to create new
business domains

20. Ceo b
company b will continue to
make the best products in
the world that delight our
customers and make our
employees proud of what
they do

21. Company a Company b
*Example stolen/borrowed from bruce daisley of
twitter

22. Thank you
Tom Darlington
@darlo_t
www.tomdarlington.tumblr.com