Our Purpose
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Building Brands For A New WorldÂ
In a world obsessed with chasing capitalist success, we help brands rise above the status quo and claim their boldest truth - equipping them with the words, confidence, and strategy to grow with purpose and impact.
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Our Rallying Cry
The world is changing. The time is now.
The leaders are us.
To all the courageous pioneers, the rule shakers & breakers.
To those who see things differently and are ready to light the way.
Now is the time to be a stand for what you believe in.
To challenge the status quo and unite as one community.
To work together to create a new economy.
To accelerate innovation and ignite new conversations.
To step up as movement makers.
To build brands for a new world.
Christina's StoryÂ
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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 the 4B Impact Journey 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?
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Why Butterflies?
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These graceful creatures are admired across different religions, cultures, and traditions as symbols of transformation, hope, freedom and spiritual growth. In several cultures, they also represent the soul.
From small and humble caterpillars, they transform into glorious creatures, their beauty in the balance and perfect symmetry of their wings.
The chrysalis represents a safe space as they endure the difficult transformation that is needed to evolve. Once they break free, they fly in figures of 8, a symbol of both infinity and regeneration.
Just like butterflies, my vision is to transform brands into soulful, regenerative businesses to find a new balance and a sustainable society.
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