Reimagining Marketing
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 that 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.
Our Brand Model
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We believe that if we build brands differently, we can create the world we want to see. Our 4B Brand Model supports brands to drive profits through purpose, creating positive impact and serving the long-term well-being of all people and planet.
Big
Brands lead the way for others to follow
Bold
Brands challenge the status quo of their industry
Brave
Brands live up to what they stand for
Beloved
Brands rally a tribe that starts a movement of positive change
The 4Bs in Action
BIG
Tony’s Chocolonely’s
Making chocolate 100% slave freeÂ
Tony’s is leading the way to eradicate child slavery in the cocoa industry. The brand has a fully transparent supply chain, pays above fair wage, and invests in long-term partnerships with farmer cooperatives to help them professionalise. What makes Tony’s purpose big is that it actively seek partners who are interested in applying its model. As Tony’s says, “alone we make slave-free chocolate, together we make all chocolate slave free”.
BOLD
iD Genève
The new identity of luxury
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 redefine what luxury means in today’s world and put the luxury industry at the centre of the ecological transition.
BRAVE
Patagonia
In business to save our home planet
Patagonia is the embodiment of a brave purpose-led brand. Throughout all its actions and communication, it supports or denounces issues that are core to its purpose of saving our home planet. Patagonia even went as far as suing Donald Trump when he was in office in a bid to protect the Bears Ears National Monument in the US!
BELOVED
Dove
Let’s change beauty
Back in 2004, Dove shook up the beauty industry with its Real Beauty campaign. For the first time, a beauty brand showed real women of all shapes and sizes. Twenty years on, Dove continues to evolve the conversation around the norms of the industry by denouncing the dangers of social media on young girl’s mental health. But it goes further. By inviting its clients to get involved and make a difference, Dove is a beloved brand.
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 has created the image of success we aspire to and is designed to fuel never-ending growth.Â
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: BIG, BOLD, BRAVE & BELOVED.
My programs are designed to build brands that drive profit through purpose, serving the long-term well-being of all people and planet thanks to a big purpose, bold positioning, brave identity and beloved story.
Are you ready to join the journey?
"For those of us who are building the purpose-led businesses of the future, business as usual isn’t going to cut it. Marketing is an area where this is particularly true. We are not here to simply pressurise customers into buying more stuff. We are here to unleash large scale movements that inspire people to embrace new ways of living, working and leading. Ways that promote true flourishing on this planet. To do that you need a partner that gets it – who can bring tremendous experience, gets purpose as an act of visionary leadership and also thinks in fundamentally new ways.
Christina is that partner and is brilliant at what she does.”
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Louise LeGat
Founder of the Purpose-Led School
"Christina is an outstanding marketer, with a unique blend of passionate drive, sharp strategic skills, and top notch creative sensitivity - including a thoroughly well-trained eye for executional perfection. Not many marketers can claim to be as excellent with the big strategic picture as they are with the fine detail, but she can - with a vengeance. She isn't only passionate about her business, she's also a great collaborator who thrives on establishing and nurturing the best relationships - and her bubbling sense of humour doesn't hurt. I whole-heartedly recommend her as a top notch brand builder.”
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Michel Jouveaux
Senior Brand Building Consultant
"My professional life has crossed the one of Christina several times in the past 18 years, in P&G, Coty and Wella. Christina is an exceptional brand leader, with very strong eye for Beauty and very strong brand building expertise. She has launched with success several new brands in her career and left a strong mark & legacy on many others. This is enabled by her very strong strategic thinking, bias to action and collaborative leadership. She is also a unique team leader and coach, recognized as such by a broad community, with a unique passion which can move mountains and drive any team. Christina will be a unique asset if you want your brands and your business to flourish."
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Anne-Claire Costes
CMO Sennheiser
Download Your Free Guide
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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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