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How prioritising loyalty over trial can boost your profitability tenfold!

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How prioritising loyalty over trial can boost your profitability tenfold!

In this week’s newsletter, we’ll look at how to turn your customers into loyal brand ambassadors.

Because, by focusing on customer loyalty instead of the exhausting chase for new clients, you can boost your brand value tenfold.

Sounds pretty good, right?

Then let’s dive in…

The leaky bucket

Have you ever heard of the concept of the leaky bucket?

The idea was introduced by Byron Sharp in How Brands Grow and became the immediate gospel for marketers.

The concept conveys that, just like a leaky bucket, your brand is constantly losing customers. And so, if you want to grow, you should focus on filling that bucket with more and more new customers.

You measure those metrics as:

More followers.

More impressions.

More buzz, more hype, more promotion…

Or, in other words, you constantly focus on the top of the funnel, getting more people into the bucket and hoping they won’t “leak” out.

For commodity brands that position themselves on price, the idea makes sense: more promotions will lead to higher sales, less promotions to lower sales. The maths is simple.

Loyalty trumps trial

But for any brand that has a purpose and positioning beyond price (hopefully all of you reading this!), the idea of the leaky bucket is utterly misleading.

And the reason is acquiring new customers costs 5 to 10 times more than selling to a current customer!

The economic value of loyalty is therefore clear: it is far more profitable to retain customers than to acquire new ones.

And cherry on top, current customers spend 67% more on average than those who are new to your business, according to BIA Advisory Services.

So here’s a novel idea: what if you fixed those leaky holes instead?

I can hear your mind whirring.

How do I do that?

Well, my friend, this is the magic of customer loyalty.

How to build customer loyalty

A surprising fact: your customers are also human beings – we sometimes forget this fundamental truth!

And human beings thrive on relationships built on trust, love and belonging.

So the secret to building customer loyalty is to build a meaningful relationship with your customers.

Just like in any relationship, it requires a few simple steps to build trust:

  • Tell the truth – always
  • Share your story – candidly and openly
  • Show up consistenly – and keep your promises
  • Delight your customers – as often as you can
  • Show them you care – about them, about your employees, about the planet

It really is that simple.

But somehow, when it comes to brands, it seems easy to lose our way.

We stretch a claim to make it sound more sexy.

We omit to mention our sustainability challenges (or any other challenge for that matter).

We run out of energy or money and stop posting or advertising for a few weeks.

And most of all, we forget to be humble. We focus all our attention on how amazing the brand is and forget those who are actually buying it!

From clients to brand ambassadors

So here are some easy ways to think about nurturing your existing clients and turn them into your most valuable brand ambassadors.

  1. Make it personal

Personalised messages make customers feel valued. You may even consider handwritten notes or calls to your most valuable clients. According to research, simply adding personalisation to email subject lines can increase open rates by 26%.

Beauty brands such as Whind or online retail brand Nuvola both add personal handwritten notes to the packages they send out, whilst bigger brands use CRM systems to personalise messaging and make it relevant and valuable.

  1. Cultivate a sense of community

Your role as a brand is to bring people who have shared values and beliefs together and to create a sense of community. There are myriad ways to do this, from a simple newsletter, to online groups on social media, to full-out communities that come together at curated events.

Patagonia and Lego are great examples of brands that have created a strong sense of community by bringing people with shared values and interests together. They both offer online platforms and live events to foster this sense of community.

  1. Create superior value

Show your customers how much you value their loyalty. Think beyond the standard loyalty discounts to new ways of adding value and rewarding your loyal customers to build long-term relationships. Find out what’s important to them and make it a priority to offer that.

When I was working on haircare brand Sebastian Professional, we understood what motivated our creative stylists was being recognised for their craft. We therefore offered opportunities for them to publish their work, curate ideas for the brand and to be on stage at events.

  1. Make your clients the heroes of the story

Make it easy for your clients to talk about your brand, share it with a friend and show them how they can contribute to your brand’s purpose. Helping your customers to make a difference in the world will guarantee a much more meaningful relationship that is sure to stand the test of time. You can discover the 4 ways and examples on how to do this is my previous article here.

The Recap

To build meaningful connections as the foundation for your brand’s future, focus on the clients who love you, nurture them and make them your biggest brand ambassadors! Loyal customers not only tend to spend more, but they can market your brand for you. Brands with a purpose should therefore focus on building customer loyalty over customer acquisition.

To build loyalty, focus on creating meaningful relationships with your customers by:

  1. Making it personal
  2. Cultivating a sense of community
  3. Creating superior value
  4. Making your clients the heroes of the brand story
The butterfly movements - illustrative picture

If you need any help creating a brand positioning which drives customer loyalty contact me to get on the waitlist for the “Build Your Purpose-Led Brand” program or email for personalised support:


4 innovative ways to capture the hearts of your clients as a purpose-led brand

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4 innovative ways to capture the hearts of your clients as a purpose-led brand

A few months ago, I attended an event at the UN in Geneva. I was surrounded by amazing people who had come together to celebrate women and peace. One of the speakers shared a video which showcased how committed her company was to sustainability.

I remember sitting there trying to convince myself that this was great! Yes, what they were doing was fantastic. But the truth was, the video simply left me feeling indifferent. No, it left me feeling uncomfortable. It was like listening to a long monologue of someone singing their own praises.

And in that moment, something clicked. This brand had completely missed the point: if you are looking to have a positive impact in the world, it is not about the brand being the hero of the story!

Having a positive impact is about finding those who believe what you believe (your tribe) and helping them to make a difference in the world.

Let’s not forget, it’s only when your clients connect with your brand, buy your brand, and love your brand, that you will make the impact that you are looking to make.

So, to help you make that shift, let’s take a look at four ways that you can make your client the hero of your brand story.

  1. Show them how they are making a difference by using and talking about your brand.

This is the simplest and easiest way to make your clients the hero of your story: show them how, by using your product or talking about your brand, they are making a difference in the world.

Hellmann’s mayonnaise is a great example! They have found a way to address one of the world’s biggest challenges, one that we all contribute to on a daily basis: food waste. By partnering with top chefs from around the world and creating new recipes with leftovers, they educate and empower all of us to be more conscious and waste less.

Another great example is Tony’s Chocolonley’s, a Dutch-based chocolate brand that is leading the way to eradicate child slavery in the cocoa industry. They actively ask their fans to share their story and raise awareness of the issue. As Tony’s says “alone, we make slave-free chocolate, but together we make all chocolate slave-free”.

  1. Get them involved by inviting them to act via a simple call-to-action.

Inviting your clients to act, by signing a petition for example, is another easy way to enable them to make a difference in the world.

Dove has done this across many of their campaigns. Their most recent campaign “The Cost of Beauty”, which denounces the dangers of social media on young girl’s mental health, invites us to sign the Kids Online Safety Act and make a difference in social media legislation.

Patagonia is another brand that frequently invites its community to sign petitions to pass legislation that will protect different natural landmarks. Their latest campaign invites us to “add our voice to the fight to protect our ocean” by signing a petition to end bottom trawling.

  1. Ask them to create your brand content for you!

This is truly a win-win strategy for your brand! Getting consumers involved by asking them to create content for your brand (otherwise known as UGC – User Generated Content) makes them the heroes of the story AND creates amazing content for free!

Some fantastic examples here are brands such as Lego and Apple that have used their purpose’s focus on creativity to run very successful UGC campaigns.

Lego launched the “Kronkiwongi” campaign, inviting children to create their own Kronkiwongi’s to stimulate free, creative play. The children were asked to create whatever they wanted, without any instructions or rules. They then explained what it was, what it could do and how it could help others. The stories were published across Facebook newsfeeds of Moms across the world. The campaign created millions of impressions as well as an uplift in sales and brand equity: inspiring the builders of tomorrow.

Apple launched the “shot on iPhone” campaign in 2015, aiming to highlight its impressive photography capabilities by encouraging users to share their photos taken with the device on social media platforms. Over 100’000 photos were submitted, generating over 70 million interactions on Instagram alone. Apple also published the photos on billboards and in major magazines around the world further building the brand’s creative positioning.

  1. Invite them to get involved in activities that pertain to your brand purpose.

To create an even bigger impact, give your clients a platform to get involved at a deeper level.

Patagonia actively promotes its Action Works activism which connects committed individuals to organizations working on environmental issues in the same community. By participating in events, volunteering your time, donating money, or signing petitions, anyone can discover and connect with environmental action groups and get involved with the work they do.

Hellmann’s has also taken its “Make Taste, Not Waste” campaign further by creating the “Fridge Night Challenge” free food waste app. This 4-week challenge helps you practise and master how to become more resourceful with the food you already have.

The Recap

Having a purpose that aims to “save the world” is a great start, but it’s not about the brand being the hero. The real impact comes from helping others make the difference that they want to make in the world. Connecting with a community that believes what you believe and making them the heroes of your brand’s story.

Whichever way works for your brand, and it can be more than just one of the above options, invite your clients to participate in something that is bigger than the brand and help them to make a positive difference in the world.

How are you making your clients the heroes?

The butterfly movements - illustrative picture

Ready to take your brand to its next level of impact?

Here are 2 ways I can help you:

  1. Sign up to my free community where you will have access to articles, videos, masterclasses and more:
  2. Get on the waitlist for my 5-week online program to clarify your brand positioning & story so that you stand out versus your competitors and scale your impact in the world. Email me at:

How brands can be bold in a polarised world

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From confrontation to invitation: how brands can be bold in a polarised world

Yesterday, I was having a conversation with a purpose-led founder. She had seen my 4B Brand Model – Big, Bold, Brave and Beloved  (see previous article here) – and was asking me if I thought she should “fight” for her idea to become mainstream.

At first, I was somewhat perplexed by her question, but then I realized where her mind had gone. To be bold, she thought she had to confront those who did not agree with her beliefs.

So, I want to share my thoughts with you on this crucial shift: from confrontation to invitation.

Boldness is for the believers

Being bold is about taking a stand for what you believe in and lovingly inviting those who believe the same to join you on your journey.

It is not about fighting. That requires negative energy and will only end up in the same push and hustle mentality that we are trying to move away from with our marketing.

If we truly want to have a positive impact in the world, the only way to achieve that is to start by connecting with, and nurturing, those who believe what you believe.

In the polarised and diverse world that we live in, you are never going to convince everyone.

And that’s ok!

We need to get comfortable with the fact that movements follow the same laws as the innovation adoption curve and that not everyone will be ready to hop on!

Even today, not everyone agrees with the way Patagonia runs its business, not everyone buys Apple, but their ideas have become mainstream and impacted their industries irrevocably.

Starting a movement

It is the core believers (“the innovators”) that will be with you from the beginning. Even if your idea or brand is not fully fleshed out, they will support you, give you insights and ideas along the way. Nurture them. Love them. And get them talking about your brand.

Because if you give them an opportunity to become part of your brand’s story, then they will invite others who believe in your purpose to join in as well. And you start moving along the innovation curve. Your tribe (early adopters) has found you.

The more your nurture your tribe and help them to feel like they belong to something that is bigger than the brand, the more they will talk about your brand. Slowly but surely, you will hit the tipping point over to mass when your idea starts to become mainstream.  More competitors start entering the market. You have built a large community (the early majority).

And here again, the same shift arises: it is not about fighting against your competitors. It is about lovingly inviting those who believe the same as you do to join you on the journey and contribute to your purpose.

Because ultimately, if you are doing what you do to make a positive change in the world, then anyone who wants to contribute to your purpose becomes a friend, an ally, not a competitor.

The conversation about “the fight” came from an example I had shared: Tony’s Chocolonely’s. My founder thought that they were fighting with the big chocolate giants. But in reality, they are doing quite the opposite. They are challenging the status quo and actively seeking partners who are interested in applying their model, aiming to impact and move the entire industry out of child slavery.

The innovation adoption curve

From confrontation to invitation

So you see, being bold is about voicing, and acting on, what you believe in, not because you want to antagonize and create more friction in the world, but because you want to rally those who believe the same as you do.

And with every believer, your movement grows, your brand grows, and your impact in the world grows. That’s how you make a positive difference in the world. Not by confronting those who don’t believe, but by inviting those who do to join you on your journey.

The butterfly movements - illustrative picture

If you are ready to take your brand to the next level, get yourself on the waitlist for the first cohort of the “Positive Impact Brands” online course.

This 5-week online course is specifically designed for start-ups looking to clarify their brand positioning & story to scale their positive impact in the world.

You will get weekly live sessions with me, step-by-step guides, support & accountability as well as direct email access and personalized feedback during the duration of the course.

Contact me at:


3 ways to maximise the impact of your brand purpose

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3 ways to maximise the impact of your brand purpose

Recently I had a conversation with a purpose-driven start-up that is struggling to break through. Their product challenges the codes of the industry they are playing in. In theory, a bold idea that has the potential to make a big impact.

So why are they not rallying the right clients?

For any brand aiming to make a positive impact, it all starts with your brand purpose; the reason why your brand exists in the world.

Whilst our start-up is clear on the impact they want to have, they have not yet been able to articulate a purpose in a way that engages their clients emotionally.

The conversation went something like this:

“Ok, we understand we need to do the work to really nail our brand purpose. But what do we then do with it? How can we ensure that it comes to life and that we engage our customers behind it?”.

Aha! The magic question.

How do you make sure that your purpose becomes your brand’s heartbeat and not just a sexy statement that lives on an internal document buried somewhere on your computer? Or worse, gets communicated but not acted upon.

As purpose is an ongoing journey that needs to be navigated, let me share three sailing analogies to bring the three ways you can use your purpose to drive positive impact to life.

  1. Purpose as your North Star

A purpose-driven brand is a brand that makes a positive impact by profitably solving the problems of people and planet.

To do so, your brand purpose acts as your North Star, a guiding light for what your brand stands for, how it acts, innovates and communicates.

Focusing on product benefits will only get you competing with the bigger players who have more resources than you. But connecting with a community that cares about your brand’s purpose will make you stand out.

The stories that you tell should therefore bring that purpose to life. And every action that your brand takes should be authentically guided by that purpose.

But it is not only about how YOU act as a brand, but also about the action that you inspire others to take.This is the fundamental difference between brands that break through and brands that don’t.

If you want to create an emotional connection and really engage clients behind your brand purpose, you need to make THEM the hero of the story.

Find out what your clients care about and why they care about it. Then enable them to make the difference in the world that they want to make by engaging with your brand and contributing to its purpose.


Patagonia’s purpose is to “save our home planet”. They inspire their community to act through the Action Works program, an activist program which pairs you with local environmental grassroots organisations. They also encourage repairing by offering free lifetime repairs and reusing through the platform, which enables you to buy and sell secondhand Patagonia gear.

Dove’s purpose is to “change beauty”. Since the Real Beauty campaign in 2004, they have continued to challenge the unattainable standards of the beauty industry. Their latest campaigns highlight the dangers of social media on young women’s mental health, and they invite concerned mothers to sign petitions to take legal action to protect their daughters.

Tony’s Chocolonely’s purpose is to “make all chocolate 100% slave free”. To achieve this, they have a three-part roadmap: 1. they create awareness about slavery in the cocoa industry; 2. they lead by example by making their supply chain fully transparent and paying above fair wage; and 3. they inspire to act by actively seeking partners who would be interested in applying their transparent model.

  1. Purpose as your Anchor

As recent years have shown us, there are times when brands will have to react to external events that are outside of their control. However, one brand cannot, and should not, aim to take a stand for all the world’s problems.

In today’s volatile world, your purpose can act as your anchor, a safeguard in times of crisis. It keeps you focused as to what and when your brand must react and how to navigate more challenging times.

There are some events that will require you to speak up, for risk of being called out. Just look at Nestlé taking too long to communicate on its position when the war in Ukraine broke out. Zelensky personally called them out in a public address to the Swiss population.

Other times, it may be right to stay silent. If your brand purpose is not at all focused on a particular issue that is getting media attention, it may not be the right choice to act.


The Ikea group’s immediate response to the war in Ukraine showed incredible agility. Not only did they quickly announce a € 30M fund for humanitarian organizations supporting civilians through the crisis, but Ikea also organised ongoing support such as primary in-kind donations (including beds, mattresses, toys and other furniture), support with logistics, infrastructure and trucks. Additionally, they made IKEA-owned accommodations available for people affected by the war. Their actions were all perfectly in line with Ikea’sbrand purpose of “creating a better everyday life for the many people”.

Arçelik, a Turkish multinational household appliances manufacturer, reacted to the devasting earthquake in Turkey by providing both immediate aid in the form of a search and rescue team, humanitarian aid consisting of tents, food, blankets and clothing, as well as priority items such as heaters, stoves and refrigerators that they prepared using old washing machine drums. They also created Arçelik Fixed Support Points for food, hygiene and clean clothing needs in the region.

Whilst many brands responded to the Black Lives Matter movement, Nike’s poignant message showcased their authentic stand for equality and their work to break down barriers for athletes all over the world. The campaign, with the tagline “For once, don’t do it” showcased their commitment to do and invest more to support the Black community and partner with world-class organizations dedicated to ensuring racial equality, social justice, and greater access to education.

  1. Purpose as your Propeller

Beyond guiding and anchoring your brand in all its actions and communication, your purpose can also act as a propeller to becoming an industry leader.

By thinking about your purpose as solving the biggest challenges that your industry faces, your brand can lead the way for others to follow.

Ask yourself: what frustrates you the most about your industry?  And what change does your brand exist to make?

By bringing new solutions that challenge the status quo and leading the way for others to follow, your purpose can drive the entire industry forward.


Whilst many luxury brands are asking themselves “how do we talk sustainability to the luxury consumer?”, luxury watch brand iD Genève is reinventing the meaning of luxury in today’s world. Their watches are made of 100% recycled materials and their purpose is not only to impact the watch industry but to put luxury at the centre of the ecological transition by changing consumers’ perception of recycled materials.

Back in 2004, Dove changed the face of the beauty industry with its Real Beauty campaign. For the first time, a brand featured real women, of all shapes, sizes and ethnicities, in its advertising. The industry was challenged to its core and has since evolved to the point where brands such as Prada have been called out for using models that look too thin.

Patagonia CEO, Ryan Gellert, was quoted saying “our biggest contribution has not been the money we have given away. It has not been the individual issues that we have advocated for or scaling grassroots environmental activism. Our biggest contribution has been proving that businesses can exist to do more than maximise the wealth of their owners, really consistently proving that over decades in ways both big and small.”


The first step on your positive impact journey is getting crystal clear on your brand purpose. Once you have articulated it, there are three ways that you can use your purpose to drive positive impact:

  1. Your purpose is your North Star, a guiding light for how your brand acts, innovates, and communicates. But remember, it is not just about the actions that your brand takes, but about the actions your brand inspires in others. Make your clients the hero of the story by enabling them to have the impact that they want to have in the world.
  2. Your purpose is your anchor in the volatile world we live in. It is a safeguard to navigate what, how and when your brand should react to external events which are outside of your control.
  3. Your purpose is a propeller to becoming an industry leader. Through your purpose, your brand can lead the way for others, bringing new solutions that challenge the status quo and driving the entire industry forward.

In short, your purpose will guide you on your journey, protect you through choppy waters and propel you as a leader as you navigate towards a more sustainable world.

The butterfly movements - illustrative picture

Whenever you are ready to take your brand to the next level, here are three ways I can support you.

  1. Sign up to The Butterfly Movements free community and get your copy of our purpose guide.

Join other purpose-led founders and pioneers and get weekly inspiration, access to articles, videos shorts and masterclasses as well as a free guide to help you nail your brand purpose:

  1. Contact me for a brand audit to define the key areas that will make the biggest difference for your brand to break through.

I will assess your brand using our unique framework and define actionable next steps to drive immediate impact.

  1. Break through to your brand’s next level of impact by signing up for one of our brand strategy packages.
  • Brand positioning package: articulate your brand purpose and develop your brand positioning to set it apart from the competition.
  • Brand story package: express your unique brand story to rally the right clients and investors.
  • Marketing strategy package: define your ideal clients, brand offering and marketing strategy to grow your brand’s reach and impact.

Contact me at:

Find out more:


5 steps to grow your brand without paid media

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5 steps to grow your brand without paid media

One of the biggest misconceptions I hear about marketing is that it boils down to paid media. Start-ups are therefore often reluctant to invest in marketing at the beginning, thinking it will come later, once they have a viable product, a loyal following or a big investor to back them.

But behind all the short-term growth tactics that marketing is now known for, lies a much deeper science: that of building a brand that creates a deep connection with the communities that it serves. Connections so meaningful that they grow the brand for you, without any need for paid media.

Some brands just seem to have the magic formula to achieving this whilst others struggle to break through, competing with the old hustle rules of the game. There are examples of brands who have grown without any paid media, such as Tony’s Chocolonely.  Others, such as Patagonia, have invested very little, and even then it is only to communicate on issues that relate to their brand purpose.

Let’s try to break down this magic formula to get your brand to not only grow but to serve the long-term well-being of all people and planet.

  1. It all starts with your purpose, your why

The first step is getting really clear for yourself on why your brand exists. This is what we call your brand purpose.

You can talk about your amazing product benefits or your breakthrough technology until you are blue in the face, but the real difference comes through your purpose. And that’s because it is scientifically proven that behavior and decision-making happen through the limbic brain, the part of the brain that is responsible for feelings and emotions. Talking about your purpose is what will create that emotional connection with your clients or your investors.

Start by asking yourself why you have created your product or technology, beyond the potential financial gain. Really dig below the surface to the underlying motivation. A few questions you can start by asking yourself are:

  • What frustrates you about the industry you are in today and what are you looking to change?
  • What will the world look like once you have made the impact you are looking to make?
  • What is it that you can uniquely bring that others can’t?

The watch-out here is to not get overwhelmed with trying to solve all the world’s problems. You should have a purpose that is big and bold so that it can make a difference but is also focused enough so that you are clear on what your brand is a stand for and what it is not.

Tip: Get really clear on your brand purpose and positioning, and create a brand story that brings that purpose to life.

  1. Shift your mindset from selling to serving

This may seem like semantics but it is a key mindset shift to make. In the world of purpose and impact, we are not selling. Selling is linked to the hustle culture in which we push, push, push to grow, grow, grow. Leading to never ending consumption.

What we are doing is serving. Serving communities, serving society by making a positive difference. This can be in terms of sustainability and environmental impact, but it can also be in terms of social impact and well-being. A good source of inspiration to think through how you want to serve are the UN Sustainable Development Goals (SDG). Again, stay focused here. Aim to make a unique contribution to one of those goals.

Tip: If you are serving, you no longer need to follow the old rules of the game. You simply need to offer to serve those who believe in your purpose in a way that is authentic.

  1. Find those who believe what you believe

Traditional marketing has you target an audience which is identifiable through demographics and lifestyle choices. But what really matters is finding those who believe what you believe. And this starts with your partners, your suppliers and your investors before even thinking about your clients. Ask yourself:

  • Who believes the same as you do?
  • Who does your brand purpose serve?

Finding those who believe what you believe is the difference between working to live and working with passion and purpose. And the same goes for your clients. Those who believe what you believe will love you and talk about you. That’s what drives loyalty and word-of-mouth.

Marketing for purpose is therefore not about appealing to the masses, but about connecting with those who believe what you believe. It may be counterintuitive, but the more niche you are to start, the easier it will be to grow in the long run.

Tip: Consistency and persistency are key to finding that niche as they lead to trust. Keep showing up, consistently and authentically. Those who share your purpose will find you and learn to trust you.

  1. Enable your clients to have the impact they are looking to make in the world

Marketing for purpose is no longer about shouting above the crowd and showing off your amazing product benefits. It is about creating connection and belonging by enabling your clients to contribute to your brand’s purpose.

Make your clients the hero of the story, help them to get engaged and make an impact themselves. Get them to contribute to your purpose so that they are making a difference in the world. This will drive real connection, commitment, and a sense of belonging to something bigger than the brand itself. This is how you build a love brand. And if they love you, they will talk about you, and that’s how you grow.

Tip: Ensure that your clients can contribute to your purpose in some way so that the brand is enabling them to make an impact in the world.

  1. Embrace collaboration over competition to scale your impact

We are so used to competing that we forget that working together can make us stronger. This means that if another brand is working towards the same higher purpose as you, they are your friend, not your competitor.

Connect with other brands or partners who share your values and beliefs. There are more and more industry collations that are emerging, movements such as B Corp and brands that are enabling their competitors to follow in their footsteps to make a bigger impact. Patagonia has opened its carbon-neutral factories to smaller brands who cannot afford to create their own. Tony’s Chocolonely’s has opened its supply chains to all players in the cocoa industry. Many B Corp beauty brands have come together to create the B Lab Beauty Coalition to tackle some of the industry’s biggest challenges together. Brands such as Mars and Weleda are training their suppliers to help them to on their own journeys to making a positive impact in the world.

The purpose-led brands that are truly breaking through and transforming the world are those who have let go of the notion of competition and instead focus on finding their allies and to grow their impact together.

Tip: It is through the right, authentic partnerships that you will be able to truly scale your impact.


Building and marketing a purpose-led brand requires stepping away from the traditional “hustle” rules of marketing which are about pushing and selling.

Purpose-led brands must shift from:

  1. Communicating their product benefits to connecting through their brand purpose.
  2. Selling to the masses to serving communities.
  3. Targeting everyone who needs their products to finding those who believe what they believe.
  4. Making the story all about the brand to enabling their clients to make an impact in the world.
  5. Competing to win to collaborating with allies to grow their impact.
The butterfly movements - illustrative picture

Whenever you are ready to take your brand to the next level, here are three ways I can support you.

  1. Sign up to The Butterfly Movements free community and get your copy of our purpose guide.

Join other purpose-led founders and pioneers and get weekly inspiration, access to articles, videos shorts and masterclasses as well as a free guide to help you nail your brand purpose:

  1. Work with me in a 2h breakthrough strategy session.

Together, we will define the key strategies that will make the biggest difference to grow your brand. You will receive an introductory questionnaire and leave with actionable next steps to drive immediate impact.

Find out more:

  1. Break through to your brand’s next level of impact by working with me as your in-house expert. 

Choose one of our packages to scale your brand’s impact:

  • Brand positioning package: articulate your brand purpose and develop your brand positioning to set it apart from the competition.
  • Brand story package: express your unique brand story to rally the right clients and investors.
  • Marketing strategy package: define your ideal clients, brand offering, marketing and content strategy to grow your brand’s reach and impact.

Find out more:

Contact me directly at:


The 4Bs to transform your brand

By Uncategorized

Transform your brand so it can transform the world

In the world of marketing, purpose is a word often used, yet frequently misunderstood. From those who use it as an empty promise to sell more products, to those who believe it is about trying to serve everyone, the misconceptions around purpose are holding many brands back from making a positive difference in the world.

What is Purpose?

A true purpose has the power to create love, trust and connection. It is therefore the key to building a brand’s value, scale and impact. However, the opposite is also true. If brands are not genuine in their actions, consumers will call them out for purpose-washing. And that’s when brands lose the trust of their tribe.

Purpose is not CSR (corporate social responsibility) or even ESG (environmental & social governance). Purpose is born from the nature of the solutions that a brand can solve for its community. Purpose creates change for the better, contributes to the wellbeing of all stakeholders and evolves society by challenging the status quo and leading the way for others to follow. A purpose-led brand therefore contributes to a Universal Purpose that is bigger than the brand itself.

So how should brands think about their purpose?

The 4B Brand Model

For your purpose to warrant love and make a positive difference in the world, there are 4Bs to think about:

  1. BIG

Does your purpose lead the way for others or is it hiding behind the status quo?

Having a BIG purpose is not about trying to solve all the world’s problems or to serve everyone. Quite the contrary. Your brand should have a purpose that contributes in a unique way to solving one of the world’s biggest challenges and is specific enough to rally a tribe.

Tony’s Chocaloney’s is a great example of a BIG purpose. Tony’s was founded with the purpose to make all chocolate 100% slave free.

Tony’s has disrupted industry supply chains currently dominated by a group of chocolate giants that profit from keeping prices as low as possible. This creates a poverty trap for farmers, leading to illegal child labor and modern slavery.

Tony’s roadmap consists of 3 pillars:

  • Raising awareness of the issue: all chocolate fans should be aware of the inequality in the chocolate industry. If retailers and consumers actively demand slave-free chocolate, chocolate companies will need to listen and make that happen.
  • Leading by example: Tony’s invests in long-term partnerships with farmer cooperatives and helps them professionalise. They pay cocoa farmers a higher price and invest in agricultural knowledge and training to help them improve productivity on their farms. They also make chocolate with traceable cocoa.
  • Inspiring others to act: Tony’s actively seeks partners who are interested in applying their model. They also follow good examples set by others and maintain an ongoing dialogue with politicians, NGOs and academia to increase the pressure on the industry to adopt their 5 sourcing principles for slave-free cocoa.
  1. BOLD

Does your brand challenge the norms of the industry or does it dilute to fit in?

Marketing tends to focus on answering consumer demand, testing and diluting to appeal to the masses. But it is by innovating beyond the existing paradigms that brands will catalyze new conversations that shift consumption habits and evolve society.

A great example of a BOLD purpose is iD Genève, an innovative watch brand that is not afraid to break the codes of the luxury industry by using 100% recycled materials.

The luxury industry remains locked behind codes that require the extraction and processing of non-regenerative raw materials. These are often energy intensive activities involving large scale interventions in ecosystems and result in air, soil and water pollution. It is no wonder, although shocking, that the top 1% of income groups contribute to almost 50% of global carbon emissions!

Within this context, iD Genève’s purpose is to shift consumers’ perception of recycled materials and put the luxury industry at the centre of the ecological transition.

  1. BRAVE

Does your brand own its stand or does it modulate what it believes in?

Purpose without action is not a true purpose. Your brand must own what it believes in by leading the way and speaking up, even if it means (and it will!) upsetting those who are not your tribe.

Patagonia is the embodiment of a BRAVE purpose-led brand. Throughout every action and communication, its purpose shines through as its North Star. The brand communicates mostly on its activism to support or denounce issues that are core to its purpose. From suing former US president Donald Trump, to pulling its distribution and advertising over values misalignment and actively supporting legislation such as The Nature Restoration law, Patagonia is never afraid to stand firmly in its beliefs and share them with the world.


Does your brand rally a tribe that believes or does it compete for attention?

Having a purpose that aims to “save the world” is a great start, but no innovation, no matter how breakthrough, will make a difference without an emotional connection.

It is scientifically proven that decision-making is made with the part of the brain which is responsible for feelings and emotions such as intuition, trust, and loyalty. Connecting with your tribe is therefore not about what your brand offers (the products, services & benefits) but about why your brand does what it does.

Telling your brand story and evoking feelings and emotions behind its purpose is therefore the key to creating connection with those who believe what you believe. This is how your brand will become a brand that is BELOVED.

With its Think Different campaign, Apple captured the hearts of millions around the world by sharing what it believes and designing to serve those beliefs: “we believe that people with passion can change the world for the better”.  Steve Jobs nailed it when he presented the campaign back in 1997:

He even references Nike as another great example. A brand that honours great athletes but doesn’t ever talk about their shoes.Making your brand purpose BIG, BOLD, BRAVE and BELOVED can transform your brand, building its value, scale and impact so that it can transform the world. So what are you waiting for?

The butterfly movements - illustrative picture

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From mass to niche

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The counterintuitive secret to brand growth

It can be so tempting to cast a wide net and appeal to the broadest possible audience.

To showcase all the amazing benefits your brand has to offer.

Because why would you want to risk losing anyone who could be interested in your brand?

It is such a natural tendency to want to attract the widest range of clients possible that we forget that the secret to growth is counterintuitive.

The more niche you get in terms of your positioning, the more growth your brand will see.

Mass to niche

It’s basic human psychology: we are attracted to what stands out. See a red car in a mass of blue ones and you will immediately be zoning in on the red one.

The more specific you become in terms of your brand’s purpose, offer and customers, the more you will stand out to your ideal clients.

For purpose-led brands that are bringing new conversations and disruptive innovation, this is the key to success. You must get comfortable with the fact that you are not going to appeal to everyone right away. And that’s ok!

The bolder your positioning, the more you will attract the innovators and early adopters who believe what you believe. And the more you nurture those innovators and early adopters, the more they will talk about you.

That’s how you grow. Not by going head on with mass brands and spending millions in media trying to be heard above the crowd. But by taking a bold stand and embracing your niche!

Case in point

One of my very talented ex-colleagues is working on an innovative cleaning device. It can be used to refresh delicate fabrics instead of dry cleaning, to spot clean stains, to deep clean your trainers or your sofa and it is better for the environment as it uses no harmful chemicals and only very little water.

So many benefits. Such a wide audience!

I read through some of the first qualitative research that the brand did and, believe it or not, this amazing innovation fell completely flat. There were too many benefits. No one trusted it despite the convincing demos!

The CEO ended up telling me that they initially spent millions trying to go head-to-head with mass cleaning brands before realising they would never cut through.

They realised they would have to be more choiceful and specific in the brand positioning. The brand started targeting high-end fashion brands as a way to clean and refresh their returns and reduce the shocking amount of waste that online purchases have created in the fashion industry (50% of products ordered online get returned and most then end up in the bin!). This very niche positioning has enabled the brand to grow and they are now expanding to a second offer as a sneaker cleaning service.

Personal branding expert @Kait Ledonne also shares her experience working with a client who grew her audience from 1’000 followers to 10’000 in one year. Her posts were getting 100+ reactions and her business leader following loved her. Then, she decided to experiment by niching her audience to focus specifically on Chiefs of Staff, a much narrower audience. Her posts shot from 100+ to 1000+ just like that and her following grew ten-fold.

It’s time to get bold

If you are struggling to get traction on an innovation, especially with something that challenges the status quo, chances are you need to get more niche in terms of your positioning.

Let go of those fears of losing out by not appealing to everyone and embrace the opportunity to be bold for your perfect niche!

The butterfly movements - illustrative picture

At The Butterfly Movements, we offer 3 different levels of outsourced brand building and marketing support for purpose-led brands.

Find out more at or contact us directly at

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Shifting from product to purpose

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Shifting from product to purpose

The first fundamental shift from traditional to purpose-led marketing is moving from communicating product benefits to connecting through purpose.

If your brand has a transformative purpose which is seeking to challenge existing paradigms by shifting mindsets and consumption habits, talking about why a brand exists, its purpose, is the key to influencing behaviour and decision-making.

The science behind the story

There is a scientific reason behind this: human behaviour and decision making is controlled by the limbic brain, the part of the brain that is responsible for emotions and feelings. It’s that gut feeling that you can’t really explain in words, as that part of the brain doesn’t control language.

Language and logic are controlled by the neo-cortex, the part of the brain that is rational and analytical. This part of the brain is triggered by product benefits and claims. They can serve as reassurance but are not responsible for the choice of behaviour or purchase decision.

This is not a new concept. Simon Sinek had been talking about “Starting with why” for several years. In his words, people don’t buy what you do, they buy why you do it. He demonstrates this using Apple as an example. If Apple started by communicating their product benefits, they would have said something like “We make great computers. They are beautifully designed, simple to use and user friendly. Want to buy one?”.

But instead, they started with their purpose: “In everything we do, we believe in challenging the status quo. We believe in doing things differently. The way that we challenge the status quo is by making our products beautifully designed, simple to use and user friendly. We just happen to make great computers. Want to buy one?”.

See the difference?

Digging deeper

“Starting with why” was a revolutionary concept for marketers a few years ago. Since then, many brands have caught on and have started communicating through emotionally engaging storytelling. But there is another layer that needs to be unravelled, the “why” behind the “why” if you will.


If your brand is talking about its purpose and engaging emotionally with its audience with the sole aim of selling more products, then let’s be honest, it is simply playing yet another marketing trick.

Unfortunately, with many brands using this strategy for purely commercial gain, we are seeing growing consumer-scepticism around brand purpose and the lowest levels of trust in business for many years.

Don’t fake it!

So what’s the key difference in purpose-led marketing?

If your brand is truly purpose-led, selling more products serves to forward the brand’s purpose.

Communicating your purpose is how you rally your tribe, those who believe what you believe. It is how you influence behaviour and consumption habits to shift to new solutions that positively contribute to society.

A few months ago, I came across two Christmas ads, both of which were emotionally engaging stories and great pieces of communication. One of them is for John Lewis supporting the charity Action For Children. The other is an alternative ad created by Sam Teale productions with the purpose of shifting mindsets as to what constitutes a valuable gift.

There was a lot of debate amongst the sustainable marketing community as to whether the John Lewis ad should be considered “purpose-washing”. I will let you make your own assessment of both ads (links below) and simply leave you with this thought: don’t fake it!

Purpose is about having the vision of making a positive change in the world. It is about authentically living your purpose throughout everything that your brand does. How it acts, innovates and communicates. This is how you build trust and connection with that all important emotional brain to influence behaviour and consumption habits.

Yes, it is about starting with your why. But even more importantly, it about the authenticity of the why behind the why(I’ll admit this is a tad metaphysical, but I am sure you get my point!).

Here are the links to the John Lewis ad:

And the Sam Teale ad:

The butterfly movements - illustrative picture

At The Butterfly Movements, we offer 3 different levels of outsourced brand building and marketing support for purpose-led brands.

Find out more at or contact us directly at

Sign up to our newsletter, join the community and download our free guide to nailing a magnetic brand purpose here:


Shifting from audiences to communities

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Shifting from audiences to communities

I have had conversations recently with several purpose-led brands who are struggling to convert.

All of them believe that marketing and, more specifically media, is the solution to their problem.

But there is a fundamental shift that needs to happen first.

Purpose-led brands can’t simply promote their products and go head-to-head with mass brands.

When you are purpose-driven, you are looking to transform the world in some way. To challenge the existing paradigms. This requires shifting mindsets and consumption habits.

As Seth Godin would say, it is no longer about marketing “average stuff for average people

Audiences vs communities

Traditional marketing will have you define your target audience as a group large enough to meet your ambitious sales targets.

Your target audience is generally defined by demographics and, in some cases, some general lifestyle habits. This makes the target identifiable enough to buy mass media against.

For brands that are simply communicating product benefits, this strategy works if you have the funds to invest in sufficient media to be heard above the crowd.

But for brands that are purpose-driven, that are looking to evolve the status quo, this strategy isn’t going to cut it.

To influence behavior, purpose-led bands need to connect with their clients at a much deeper level, through shared values and beliefs.

And, sorry to break it to you, but a brand that is looking to evolve mindsets and transform the world in some way will not be adopted by the masses as of the get go!

But the good news is, you DO NOT NEED EVERYONE! That’s not how the innovation curve works.

The innovation curve

The innovation curve, which defines how an innovation gets adopted, starts with (drumroll!), the innovators. These are the people who are in the know and who you don’t need to convince. They already love you! They are the ones who will wait in line for hours to be the first to get hold of your product. Or the ones that like your latest post within seconds of you putting it up.

The bad news is that they only represent about 2.5% of your potential market. But they are your tribe. They are the ones that will be so excited by what you have to offer that they will talk about you to their friends and family!

Define them as narrowly as possible. The more niche the better. The trick is to know them as well as you know your best friend or partner: what are their fears and deepest desires? What frustrates them? What are their behaviors and habits? And most importantly, what do they believe that you also believe?

Then, create a sense of community. Foster an ambassador mindset. Make it easy for them to talk about your brand and to forward your purpose.

Growing your tribe

The innovators then give way to the early adopters. Your tribe is growing! And the great news is that the early adopters represent the next 13.5% of the innovation curve. Once you have connected with your early adopters, you can then reach the magical 16% that is the tipping point needed to enable mass adoption.

This won’t happen overnight though! It will require patience and a lot of nurturing of your tribe. But if you do it right, that’s when you will evolve mindsets, shift consumption habits, and make a real change in the world.

Evolving society

Think back to when Tesla first launched its fully electric car. At first, it was for a niche elite. There were no public charging stations. The price was inaccessible to many. But as the tribe grew, so did the development of the electric eco-system. Now, not only is Tesla available and accepted by the early majority, but most other car manufacturers offer a competitive alternative and legislation is evolving to push the late majority to adoption in the coming years.

Tesla innovation curve

Deep connection

Purpose-led marketing is no longer about broad audiences and mass media to convert to sales. It is about fostering trust, creating deep connections and nurturing your relationship with those who believe what we believe. Those who love you will talk about you. And that’s how you start your movement.

This is how we build the brands of tomorrow.

The butterfly movements - illustrative picture
At The Butterfly Movements, we provide external marketing support as you build your purpose-led brand and scale its impact.

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How core is purpose to your strategy?

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How core is purpose to your strategy?

In today’s world, we see a lot of talk about purpose, but less brands are actually walking the talk.  You may have a beautifully articulated purpose statement, but unless it serves to make a difference in the world, then it remains just that, a statement, nothing more.

So I have a little challenge for you! A quiz to determine how core your purpose is to your brand strategy.

Does it inform the decisions you make?

Is it one of the key criteria in your hiring process?

Does it drive your innovation strategy?

Do you use it as a guiding light, especially when times get tough?

Leading with purpose is not about being “less bad”.  Adding ESG and a purpose statement onto marketing as usual isn’t going to cut it to create the quantum leaps that we need to evolve society and create a new economy.

But it is also not about trying to solve all the world’s problems as you will end up doing a little bit of… not much at all.

Being strongly anchored in what your brand stands for is the key to making a difference in the world!

Leading with purpose is about having the vision of changing the world in some way.

Seeing purpose as your North Star to define every action and decision you take.

Putting purpose at the core of your innovation and communication strategies.

Speaking up and publically taking a stand on issues related to your purpose.

And hiring and partnering with those who believe in your purpose and who will talk about it for you.

So let’s make sure your brand is one of the ones making a real difference!

Find out how your brand is doing by answering the 10 questions in our brand purpose quiz:

And if you fancy digging deeper into your brand purpose, then download our free purpose guide which takes you through some reflection questions and a framework to help you articulate a magnetic brand purpose:

The butterfly movements - illustrative picture
At The Butterfly Movements, we are your partner on your brand’s journey to leading positive change in the world. We offer a unique framework to help build and market the brands of tomorrow. Our services include personalised consulting, coaching and training.

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