i believe
DESCRIPTION
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.TRANSCRIPT
I Believe Tom Darlington @darlo_t www.tomdarlington.tumblr.com
Once upon a time in the west....
Signs and symbols
Still being used today
They Describe the conditions in which modern America was born
And Lend insight into why America thinks and acts as it does
So what?
I believe brands need to identify their ‘western’ or, in less abstract terms: I believe in the importance of ‘purpose’
“People don’t buy what you make, they buy why you make it” – Simon Sinek
Consumerism is dead (at least for the time being)
Technological change is more pervasive and rapid than ever before
Obvious, right?
How many can you think of?
uncover ‘myths’ and ‘legend’ choose enemies/fight battles Use purpose as a compass as a lens for culture
Tell these stories through communication organise yourselves (and your actions) around it find people who share your ambitions
Hiut denim
Nike
Bartle Bogle Hegarty (bbh)
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
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
Company a Company b
*Example stolen/borrowed from bruce daisley of twitter
Thank you Tom Darlington @darlo_t www.tomdarlington.tumblr.com