Our Purpose
Â
Building Brands For A New WorldÂ
In a world where the chase for profit and productivity is drowning out what makes brands truly different, we help you reclaim your brand's boldest truth so it has the impact it was made for.
Work With Me
Our Rallying Cry
The world is changing. The time is now.
The leaders are us.
To all the courageous pioneers, bold leaders and change makers.
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
Â
In 2021, a private equity takeover was the turning point in my career. After twenty years of a glitzy marketing career with some of the world's biggest multinationals, the purpose and values I'd built my brands on were stripped away. A relentless focus on short-term financial targets replaced everything that had made the brands special. It led me to burnout. And to the most important question I'd ever asked myself: what is all of this actually for?
As I stepped away from corporate life, I began to see my own profession differently. Marketing is one of the most powerful forces in the world — it shapes what we desire and defines what we see as success, often at the cost of what truly matters.
Yet marketing is just a tool. And I became convinced it could be used for good — to build brands that actually make a difference in the world, not just sell something.
This conviction became the 4B Impact Journey — Big, Bold, Brave and Beloved — a framework born from 25 years of senior brand expertise, sustainable marketing training and the belief that the most powerful brands are those that stand for something.
Today, I help beauty, fashion and food brands reclaim their authenticity and grow with purpose and impact. I also lecture on marketing and purpose-led brands at the Haute École de Gestion in Geneva — because the future of marketing isn't just about selling more. It's about making a positive impact in the world.
The world needs brands that lead meaningful change. This is why I do what I do.
Â
Why Butterflies?
Â
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, our vision is to help brands transform — shedding what no longer serves and emerging as their boldest, most authentic selves.
Contact:Â
