Tony’s is leading the fight to eradicate child slavery in cocoa with a transparent supply chain, above-fair wages, and long-term partnerships that help farmers professionalise. What makes its purpose big is the call for others to adopt its model — because alone Tony’s makes slave-free chocolate, but together we can make all chocolate slave free.Â
iD Genève is boldly disrupting the norms of the luxury watchmaking industry by showing how recycled materials can be used to create luxury goods. By shifting our perception of recycled materials, the brand aims to change the identity of luxury means in today’s world and put the luxury industry at the centre of the ecological transition.
Patagonia is the embodiment of a brave purpose-led brand. It speaks up and actively supports what it believes in, fighting for legislation changes and engaging its community to participate in issues that are core to its purpose of saving our home planet. Patagonia's founder even handed over all of his shares to a non-for profit that fights climate change.Â
Bold Bean is beloved because it’s not about eating less meat - it’s about making people fall in love with beans. They’ve turned a humble ingredient into a delicious obsession, while driving soil regeneration and inviting their community to co-create the journey through recipes and ideas.Â
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Hi! I'm Christina Bouglass.
I spent 2 decades as a successful marketing executive building beauty brands in big multinationals.
Then, in 2021, after a toxic takeover from a private equity firm, the lack of values and purpose in my work led me to burnout.
As I closed the door on the corporate world and started an inner transformational journey to remember who I was without all the external labels, I came to realise that my own profession had a lot to answer for: marketing is not only designed to fuel never-ending growth but has also created the image of success we keep chasing.
So I started working on a new way to build and market brands.Â
One in which brands contribute to solving the world's biggest challenges, not accelerating them.
This is how my 4B Brand Model was born: Think BIG, Be BOLD, Act BRAVE & Become BELOVED.
Today, I help founders rise above the status quo to uncover the boldest, truest version of their brand - and give them the words, confidence, and strategy to grow with purpose and impact. I also lecture on marketing and purpose-led brands at the Haute École de Gestion in Geneva, sharing this new vision of brand building with the next generation of marketers.
Are you ready to join the journey?
It was in the 1920s that marketing started linking products to images and symbols that would tap into our unconscious desires, persuading us that we could fulfil an inner void by buying more.
The outcome is the consumption economy and the catastrophic climate and social challenges we are now facing.
A century later, isn’t it time we used the power of marketing to create the change we want to see in the world?
Watch Christina’s TEDx Talk: Villain to Hero : The Power of Marketing to Transform the World to find out more.
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The first step on your journey to positive impact is anchoring in a clear and compelling brand purpose. To help you do just that, we have a FREE guide that walks you through the questions and steps that will enable you to articulate your BIG brand purpose.
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Contact:Â
Get started today before this once in a lifetime opportunity expires.
