PinnedChristina BouglassWhere did marketing go wrong?Consumer culture promises us that we can buy our way to happiness, to success, to fulfilment. It convinces us that the reason we do not yet…5 min read·Jan 27, 2023----
Christina Bouglass4 innovative ways to capture the hearts of your clients as a purpose-led brandA 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…5 min read·Apr 15, 2024----
Christina BouglassFrom confrontation to invitation: how brands can be bold in a polarised worldYesterday, I was having a conversation with a purpose-led founder. She had seen my 4B Brand Model — Big, Bold, Brave and Beloved (see…4 min read·Mar 18, 2024----
Christina BouglassThe 4Bs to maximize your brand’s positive impactIn today’s volatile world, the role of business in transforming society is more crucial than ever before. The context in which brands are…5 min read·Jan 30, 2024----
Christina Bouglass3 ways to maximise the impact of your brand purposeRecently I had a conversation with a purpose-driven start-up that is struggling to break through. Their product challenges the codes of the…7 min read·Dec 6, 2023----
Christina Bouglass5 steps to grow your purpose-led brand without paid mediaOne of the biggest misconceptions I hear about marketing is that it boils down to paid media. Start-ups are therefore often reluctant to…6 min read·Nov 1, 2023----
Christina BouglassTransformative Purpose: How Purpose-Driven Brands Fuel Growth and Well-BeingIn the world of marketing, purpose is a word often used, yet frequently misunderstood. From those who use it as an empty promise to sell…5 min read·Aug 30, 2023----
Christina BouglassFrom mass to niche: the counterintuitive secret to brand growthIt can be so tempting to cast a wide net and appeal to the broadest possible audience.3 min read·Jul 11, 2023----
Christina BouglassFrom traditional to purpose-led marketing: shifting from product to purposeThe first fundamental shift from traditional to purpose-led marketing is moving from communicating product benefits to connecting through…3 min read·Jun 15, 2023----
Christina BouglassFrom Traditional to Purpose-led marketing: shifting from audiences to communitiesI have had conversations recently with several purpose-led brands who are struggling to convert.4 min read·May 24, 2023----
