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#MakeBaobabFamous How brand purpose can turbo-charge your business November 2016 Sophie Capron Marketing & Communications Director [email protected]
Transcript of #MakeBaobabFamousd3hip0cp28w2tg.cloudfront.net/uploads/2016-12/... · Reaching our early adopters|...
#MakeBaobabFamous How brand purpose can turbo-charge
your business
November 2016
Sophie Capron Marketing & Communications Director
Where it all began| Aduna co-founder Andrew in West Africa
Problem| failure of aid for development in rural Africa
Opportunity| 25% of botanical species originate from Africa
• Our mission is to bring you the natural vitality of Africa’s super-
ingredients, while creating sustainable livelihoods for small-scale
producers
• Our impact is achieved by creating demand for under-utilised natural
products from small producers – starting with baobab
Aduna| an Africa-inspired health food brand & social business
Baobab| Africa’s ‘Tree of Life’
Baobab| the only fruit that dries on the branch
Baobab| a real life ‘superfood’
Energy release Immunity Healthy skin
Baobab | an inspiring possibility
But 95% of people have never heard of it
Consumers
Industry
No awareness due to lack of product development
No product development due to lack of awareness
Baobab | the vicious cycle of obscurity
Enrolment = touch, move or inspire
Creating the brand| harnessing the vibrancy of Africa
Inspiring others| gaining access to extraordinary platforms
Establishing distribution| partnerships with key retailers
Reaching our early adopters| media & bloggers get onside
Driving trial|the power of The Feel Good Tribe
Rolling out| taking baobab nationwide
Enrolling the public| Pitch to Rich
Pitch to Rich | campaign goes viral
Pitch to Rich | the live finale
Make Baobab Famous | ideas becoming reality
Make Baobab Famous | a real-life baobab miracle
Make Baobab Famous | campaign goes viral again
Make Baobab Famous | number of impressions
Aduna | the baobab love is spreading
Summary | how can a brand purpose help turbo-charge your business?
1. People| motivated, impassioned team
2. Impact| beyond commercial success
Mo
nth
ly S
ales
(£
)
3. Commercial impact| purpose drives profit
4. Extend your reach| further than your arms can stretch
How to| build a brand purpose
Find your purpose: get inspired
Define it clearly – & establish how to measure it
Enrol, enrol, enrol
See how far your purpose can take you
