What is Your Brand’s Purpose?
By Debbie Cline
In today’s world, customers expect more responsibility, more transparency and more accountability before giving their trust and their business to a brand. Some brands lead with purpose in order to earn their business.
One such brand is Dutch company Tony’s Chocolonely, an Amsterdam based chocolate startup founded by Teun (Tony) van de Keuken that I visited this week. Their goal is to make the chocolate industry 100 percent free of slavery.
Illegal child labor and modern slavery are still commonplace in cocoa farms in West Africa where 70% of the world’s cocoa comes from. Tony’s Chocoloney deals directly with cocoa farmers, enabling those families to earn a living wage so that children in Ghana and the Ivory Coast can go to school, not to work. Tony’s pays farmers 25% more than the standard price for their cocoa and every cocoa bean in a Tony’s chocolate bar is traceable.
The company’s purpose is resonating well with consumers, as it continues to record strong double digit YOY growth. Successfully delivering on its growth targets and brand principles, Tony’s Chocoloney proves that purpose and commercial success can go hand in hand.
Victoria is co-founder, chief disruptor and a resident craft beer fanatic. In Victoria’s 15+ years as a consumer-focused marketer, she has led the digital and mobile marketing efforts (and other cool stuff) for several top and emerging brands. She has leveraged the latest web, mobile and social technology to increase brand awareness, user acquisition, engagement, conversions, and revenue for a variety of B2C and B2B brands. In 2011, Victoria founded the start-up, Gravy Analytics, where she developed transformative proprietary mobile marketing technology that provides unprecedented real-world location intelligence to advertisers and brands.
Victoria is co-founder, chief disruptor and a resident craft beer fanatic. In Victoria’s 15+ years as a consumer-focused marketer, she has led the digital and mobile marketing efforts (and other cool stuff) for several top and emerging brands. She has leveraged the latest web, mobile and social technology to increase brand awareness, user acquisition, engagement, conversions, and revenue for a variety of B2C and B2B brands. In 2011, Victoria founded the start-up, Gravy Analytics, where she developed transformative proprietary mobile marketing technology that provides unprecedented real-world location intelligence to advertisers and brands.
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