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Christina Bouglass

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Christina Bouglass

Where 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…

Jan 27, 2023

Where did marketing go wrong?

Jan 27, 2023

Christina Bouglass

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…

Apr 15

Apr 15

Christina Bouglass

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…

Mar 18

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

Mar 18

Christina Bouglass

The 4Bs to maximize your brand’s positive impact

In today’s volatile world, the role of business in transforming society is more crucial than ever before. The context in which brands are…

Jan 30

Jan 30

Christina Bouglass

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…

Dec 6, 2023

Dec 6, 2023

Christina Bouglass

5 steps to grow your purpose-led 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…

Nov 1, 2023

Nov 1, 2023

Christina Bouglass

Transformative Purpose: How Purpose-Driven Brands Fuel Growth and Well-Being

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…

Aug 30, 2023

Transformative Purpose: How Purpose-Driven Brands Fuel Growth and Well-Being

Aug 30, 2023

Christina Bouglass

From mass to niche: the counterintuitive secret to brand growth

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

Jul 11, 2023

Jul 11, 2023

Christina Bouglass

From traditional to purpose-led marketing: shifting from product to purpose

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

Jun 15, 2023

From traditional to purpose-led marketing: shifting from product to purpose

Jun 15, 2023

Christina Bouglass

From Traditional to Purpose-led marketing: shifting from audiences to communities

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

May 24, 2023

From Traditional to Purpose-led marketing: shifting from audiences to communities

May 24, 2023

Christina Bouglass

Christina Bouglass

Brand building and marketing for positive impact | Marketing Lecturer, Fractional CMO | Founder of The Butterfly Movements 🦋

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