Purposeful brands

September 10, 2013 | Benoit Beaufils

Sustainable Brands, the organizers of the ‘Sustainable Brands Conferences’ share the tools used by Innate Motion to craft purpose-led brands, in a series of articles published in September and October 2013, titled ‘Developing a Purposeful Brand: A Practitioner’s Toolbox’.

The tools will be further detailed in an interactive session at the ‘Sustainable Brands Conference London‘ on November 18-19, 2013.

Read Tool #1: People immersions or download PDF.
Read Tool #2: Shared value landscape or download PDF.
Read Tool #3: The believer’s pyramid or download PDF.
Read Tool #4: Brand deep dives or download PDF.


Posted By Benoit Beaufils

Change and intuitive human understanding have been at the core of Benoit’s life. Twelve years of marketing experience at both Procter & Gamble and Coca-Cola have prepared him well. Managing the marketing work of Coca-Cola in Belgium and Thailand in periods of deep crises gave him a unique insight into how brands can be shaped to best overcome cultural anxieties. Working as a consultant and researcher across Asia and Europe has given him further opportunities to facilitate change and engagement processes within companies and between companies and consumers. Benoit finds sources of inspiration living in a 100-inhabitant dust road serviced village on an Asian island and raising four children.

Contact Benoit


+66 84 839 8141 or +33 62 988 2904