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What will transcend your brand?
There are multiple answers about where to direct your business. To be successful, to have a high profitability, to be scalable, to achieve public recognition, etc. Although all businesses seek profitability as a result, which is logical because that is why we create them, what will help you transcend is to find the brand purpose. Why does your brand exist? In other words, what are the ideals, the cause that mobilises your brand and the values that represent it? This will be the way you reach the heart of your audience. To differentiate yourself and gain relevance in your sector, you have to be authentic and the best way to achieve this is to satisfy a personal purpose that allows you to achieve your own happiness, not because of the money itself but how your contribution will allow finding a solution to the problems the world and society. And so, you can communicate and get closer to your audience naturally through emotions.

We know that entrepreneurs face many problems and frustrations when they walk the path of creating or growing their businesses. That is why many of them may think that it is irrelevant to work to become a brand that has a purpose.

Think of brand purpose as a guiding star on the horizon that keeps you going in the right direction and inspires the way forward.

There is often a misconception that businesses must choose between being driven by purpose or driven by profit. This belief is very out of date. Research shows that purpose drives profits, and that consumers reward brands they believe are aligned with value.

Brands targeted by the SDGs (Sustainable Development Goals)

In the world there are a multitude of significant challenges facing both the planet and the people who inhabit it. The consumption of natural resources is occurring at a dizzying rate while extreme and unusual weather events are negatively affecting vulnerable communities around the world.

The United Nations has established 17 Sustainable Development Goals with the mission of achieving them by 2030. It will rely on governments, companies, NGOs and individuals to achieve and carry out its ambitions.

As a brand, we recommend that you focus and connect on the goal that resonates with you the most. Pick a goal relevant to you and your brand and work towards that. Entrepreneurship involves responsibility, hard work, and even sacrifice; But there is also room to make a positive impact on the world and take great pride in doing good, while enjoying the process.

People need brands that educate them about the problems in the world, with the role of communicating the realities we face and explaining the consequences for everyone. Those who make the purchase decision are choosing more and more brands with positive impact because in this way they also help to solve the world’s challenges, making them feel part of the solution. They feel like small fish in a big ocean. They need determined brands to make their mark on their lives.

The reputation of companies will be associated with their good works and their commitment to caring for the planet, giving tools to their public.

The generation of Millennials will be the most important group among the workforce from the year 2025. They are the leaders of the future, born between the 80s and the 90s, and are currently part of the work teams, in which they coexist with other generations. According to the Deloitte Global Millennial Survey, launched in late April 2020, the pandemic reinforced their desire to help drive positive change in their communities and around the world.
And they continue to push for a world in which businesses and governments reflect that same commitment to society, putting people ahead of profit and prioritising environmental sustainability, diversity, inclusion and income equality.
What is the impact about?

Social impact is positively influencing people in their communities. It can be generating work, empowering women, reducing the gender gap, bringing universal accessibility to all areas, facilitating access to education, health, water and food, among many others.

Environmental impact is the effect that a brand has on the planet, either by supporting environmental causes, finding a way to reuse waste, using resources that come from recycling, or ensuring that its production is clean and green.

The economic impact is the benefit that a brand obtains to maintain itself and continue generating environmental and social impact.

The triple impact requires profitable businesses because the more economic growth, the greater the size of the environmental and social impact.

The 10 benefits of creating a brand with purpose
Our Brands heroes
In a world where we face daily challenges and uncertainties for people and our planet, purpose-driven brands and the consumers who support and embrace them are the current and future heroes of our history.

Oriented towards the planet and people, they have existed for decades, making a difference in their local communities, and turning it around in search of sustainability. Many of them inspire us with social or environmental objectives from their business model, while others have integrated it into their brands to deliver a future good.

The purpose of the brand is not…

– A marketing tactic or communication campaign

– It is not philanthropy

– It is not a tool for employee engagement

We have developed this eBook as an easy and practical guide to create, understand and define the purpose of your brand with tools and techniques to focus and drive a triple impact business. In other words, a business that is not only profitable, but also leaves a positive footprint by taking a more sustainable path.

The first thing you will find in the eBook, which you can now purchase in Spanish or English, is the importance of identifying where your business is today and then moving forward.

This eBook will help entrepreneurs who have a business idea but have not launched their brand. And also, to those who already have a business running, but who want to put purpose at the heart of their business.

WHAT ARE YOU GOING TO DISCOVER IN THIS EBOOK?

– The world, its challenges, and how your brand can contribute to change

– What it means to be a brand with purpose

– Benefits of being a brand with purpose

– The importance of establishing a brand purpose today, and for the future

– The practical steps to find your brand purpose, and several examples to inspire your creativity.

– A checklist to validate that you have a great brand purpose that will win over your consumers

– The importance of making alliances and collaborations

– What measurement and accreditation should you consider for your business?

Alejandra & Julieta Marketing with purpose
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We are
Alejandra & Julieta.

We mentor ethically-focused entrepreneurs, offer marketing consultancy to brands and help people find their purpose, live their values and make a positive impact. 

Encuentra el equilibrio entre el propósito y la ganancia que genere tu negocio

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By downloading this eBook, you are automatically subscribing to The Curious Beetle newsletter containing: our latest blog posts with tips, tools and trends, upcoming workshops and the latest sustainability news.

A marketing specialist dedicated to helping entrepreneurs to create or re-invent brands with positive impact on the world.
I’m a mother and marketing professional. My great challenge in life, being a woman, has been continuing to develop professionally while maintaining a family and raising two children. Despite this, I have had a very successful career and I was recognised as a “Women to Watch” with 16 other top female marketing executives of Argentina. At this point, as proud as I was of my accomplishments, I started to wonder WHY I was working non-stop and what I really wanted from my life. Working with ‘Chivas The Venture – A project for social entrepreneurs’ I discovered that there was a new model in companies, driven by the B Corp movement, focusing efforts on sustainable business. I decided to leave my comfort zone and co-create my own socially responsible business with ‘The Curious Beetle’. In 2018 I entered the community of B Corporation professionals, becoming a B Leader.

“Anyone can become an agent of social transformation. We all have the potential to be protagonists of change in our world and leave a positive impact for the new generations”.

My tips for entrepreneurs
• Know yourself!
And recognise your strengths, find your personal purpose and empower your potential.
• Focus on what you love and put all your passion into it! 
And recognise your strengths, find your personal purpose and empower your potential.
• Create your own work team
And recognise your strengths, find your personal purpose and empower your potential.
• Prepare yourself for failures
And recognise your strengths, find your personal purpose and empower your potential.
My secrets to success in business
Stay organised and dedicate time to plan the key strategies, you will have more chances of success!
Listen to consumers and learn how to adapt and make your business more flexible.
Be adaptable to change: your brand must be able to adapt to survive to the new challenges of the world “keep an open mind.”
Be courageous, take initiative and be a leader. Do not be a spectator, be encouraged to generate the changes that the world needs!
Design your brand with a multiple-territorial approach in mind.
Be an ambassador for your purpose-driven brand.
Find the purpose of your brand
… And leave a positive impact
A bit about me
I have a 20-year marketing career, specialising in FMCGs, specifically the food and beverage categories. Working with multinational companies like Pernod Ricard, Kraft Foods and AB InBev, I have developed and implemented strategies for local and global brands. I have had a very successful marketing career, becoming Marketing Director. I have taught at numerous institutions in Argentina, as well as mentored entrepreneurs at ENDEAVOR Experience Buenos Aires.
“This experience in teaching and coaching has really helped me to spread the message about social entrepreneurism, and to assist people in their journeys to develop purpose-driven business, with success.”
When I took the time to reflect on my past and look to my future, I knew that it was time for a change, and that I could be using my talents to positively impact the world.
“I discovered my passion, the real purpose that motivated me: To be an expert in “marketing with purpose”, spreading passion for brands, with a feminine and human leadership for doing good in the world.”
Then my new challenge, was to make the jump from employee to owner. It was a real change of mindset. I knew that Julieta was totally aligned with my point of view and values in life, that´s why I co-founded ‘The Curious Beetle’ with my closest friend, someone who I love and admire deeply.
And in case you want to know more…
  • I am Argentinean, married to Andres (the artist of the family) and mother of Simon and Rocio (my two great blessings). I really love my family!
  • I was born in Mar del Plata, a seaside city. I love the water, that´s why I am a scuba diver.
  • I love travelling and exploring the world.
  • My hobby is photography.
  • I am extrovert and I really like to meet people of all different ages, origins and sexes.
  • I have two favorite quotes: “the key to success is the attitude” and “the goal is not only to arrive, but also to enjoy the way”
  • I love being able to offer my experience to entrepreneurs.
  • I like to collaborate with people and NGOs, that’s why I always enjoy working to make my dreams a reality.
A passionate entrepreneur and marketing strategist dedicated to help you to convert your sustainable business idea into a successful reality.
In 2016, I left a long career in the corporate world to pursue my personal purpose and reinvent myself. I gave up the security of the 9-5 to follow my dreams and do something more meaningful with my life… I am sure you and I have a lot in common… You want to make a difference, but you do not want to sacrifice making a fair living either. You want to create a purposeful brand to inspire others. You want to encourage people to buy your products without being like all the other pushy businesses out there. Maybe you are feeling powerless and thinking ”it’s not the right time”, “I’m too small and the issues are too big”, “I don’t have the skills or the audacity to dream of…”, “I’m really scared of failure”, “I don’t want to lose the stability of my current job”, “I don’t have enough capital”…. STOP!
“Debes llevarte a la mesa si quieres prosperar en el mundo de hoy”.
¡He estado allí, he sentido esos mismos miedos pero los superé y ahora estoy viviendo la vida de mis sueños!
“El mundo necesita más emprendedores sociales y creadores de cambio como tú”.
My tips for entrepreneurs
• Know dreaming 
Every success story starts with big dreams. 
• Stay positive, work hard, make it happen
If you do what you love you will find true success, and you will enjoy ir along,
• Go out of your comfort zone
and explore new possibilities.
• Be curious
and always kep looking for new opportunities for business.
• Capitalize on your network
of key contacts.
My secrets to success in business
Do something that improves the lives of others, create your own movement.
Define an authentic brand purpose and your business will thrive.
Think success. Trust yourself. Visualise your goals.
Be curious, perseverant and resilient.
Adapt to change. Challenge yourself. Take risks.
… And you will conquer the world!
A bit about me
I spent 20 years working in marketing for well-known global companies such as Unilever, The Coca-Cola Company, AB InBev and Kraft Foods, gaining valuable experience leading over 20 brands. I had a successful marketing career but one day I woke up and asked myself. What’s my purpose? The answer emerged quickly. I launched Design Junkie in 2016 to help artisans in developing markets keep their traditions of handmade textiles alive, as I saw them slowly dying off around the world. I created a business plan committed to my brand purpose. From there everything took off! I became an Instagram influencer, now leading a tribe of 177.000 followers from all corners of the world. Without meaning to, I had created an organic movement of inspired people who also want to help others. I gradually spent the last two years encouraging people, as well as guiding them, to start and grow their own social businesses.
“Pero sabía que quería impactar a más empresarios que quieren cambiar el mundo”.
The Curious Beetle nació.
And in case you want to know more…
  • I am Argentine by birth but live in London. I moved to London to follow the love of my life, Pranav, a British-Indian who I met while on holidays in Brazil in 2010.
  • Cultural differences were one of the hardest things to overcome when I moved to London, I had to learn the British and Indian culture.
  • I love travelling the world, I have been to about 40 countries, and I really enjoy learning new things and experiencing different cultures.
  • My favourite quote is “Constant Growth is Driven by Constant Evolution”.
  • Social media has taught me that collaboration is a powerful tool for all small business owners, no matter what industry or business you are in.

Do you want
to learn more?

By downloading this eBook, you are automatically subscribing to The Curious Beetle newsletter containing: our latest blog posts with tips, tools and trends, upcoming workshops and the latest sustainability news.

My advice for entrepreneurs
• Keep dreaming!
Every success story starts with big dreams.
• Stay positive, work hard, make it happen.
If you do what you love you will find true success, and you will enjoy it along the way.
• Create your own work team
Consider it to be your work ecosystem. The more diverse the better!
• Go out of your comfort zone
y explora nuevas posibilidades.
• Be curious
and always keep looking for new opportunities for business.
• Capitalize on your network
of key contacts.
My secrets to success in business
Do something that improves the lives of others, create your own movement.
Define an authentic brand purpose and your business will thrive.
Think success. Trust yourself. Visualise your goals.
Be curious, perseverant and resilient.
Adapt to change. Challenge yourself. Take risks.
…And you will conquer the world! 
A bit about me
I spent 20 years working in marketing for well-known global companies such as Unilever, The Coca-Cola Company, AB InBev and Kraft Foods, gaining valuable experience leading over 20 brands. In that time, I was busy creating and launching a plethora of brands in different industries such as water, pastas, cookies, infusions, beers and home décor in both Argentina and the UK. I specialised in brand innovation and marketing strategy. I had a successful marketing career but one day I woke up and asked myself. What’s my purpose? In my case, the answer emerged quickly. “When I took charge and followed my calling, it changed my life.” I launched Design Junkie in 2016 to help artisans in developing markets keep their traditions of handmade textiles alive, as I saw them slowly dying off around the world. I created a business plan committed to my brand purpose. From there everything took off! I became an Instagram influencer, now leading a tribe of 177.000 engaged followers from all corners of the world. Without meaning to, I had created an organic movement of inspired people who also want to help. My story was published in many magazines and newspapers, I did interviews on radio and blogs, I was invited to talks and events… And soon after, I began to receive messages from entrepreneurs who wanted to know how I had achieved this amazing goal. One of the things I’m often asked is “How on earth did you get started in all this?” For that reason, I gradually spent the last two years encouraging people, as well as guiding them, to start and grow their own social businesses. “But I knew I wanted to impact even more entrepreneurs who want to change the world.” ‘The Curious Beetle’ was born. I co-founded with my closest friend, Alejandra, someone who I admire deeply, professionally and personally, and with whom I am 100% aligned with on vision and values.
A passionate entrepreneur and marketing strategist dedicated to help you to convert your sustainable business idea into a successful reality.
In 2016, I left a long career in the corporate world to pursue my personal purpose and reinvent myself. I gave up the security of the 9-5 to follow my dreams and do something more meaningful with my life… “In the corporate world I was winning, but in the wrong game.” I’m so proud of myself for having the courage to live a life true to myself, not the life that others expected of me. With my ambitions, energy and positive mindset I have since created not one but two successful and socially responsible businesses that have touched thousands of lives. If you are reading this, I am sure you and I have a lot in common… You want to make a difference, but you do not want to sacrifice making a fair living either. You want to create a purposeful brand to inspire others. You want to encourage people to buy your products without being like all the other pushy businesses out there. Maybe you are feeling powerless and thinking ”it’s not the right time”, “I’m too small and the issues are too big”, “I don’t have the skills or the audacity to dream of…”, “I’m really scared of failure”, “I don’t want to lose the stability of my current job”, “I don’t have enough capital”…. STOP! You must bring your whole self to the table if you want to thrive in today’s world. I have been there, I have felt those same fears but overcame them and I’m now living the life of my dreams! The world needs more social entrepreneurs and change-makers like you.
And in the case you want to know more…
I am Argentine by birth but live in London. I moved to London to follow the love of my life, Pranav, a British-Indian who I met while on holidays in Brazil in 2010. Cultural differences were one of the hardest things to overcome when I moved to London, I had to learn the British and Indian culture, I had to switch my language to English, I had to make new friends and embrace a new family. However, I love my new home. I love travelling the world, I have been to about 40 countries, and I really enjoy learning new things, experiencing different cultures and getting to know the life of the locals. I am an introvert masquerading as an extrovert, and I am usually very convincing but the language barrier sometimes plays a tough game. I am a frustrated graphic designer… I didn’t study it, but I love design, and when I can… I try my hand at it… with varying results. My favourite quote is “Constant Growth is Driven by Constant Evolution.” Social media has taught me that collaboration is a powerful tool for all small business owners, no matter what industry or business you are in.
My tips for entrepreneurs
• Know yourself!
And recognise your strengths, find your personal purpose and empower your potential.
• Focus on what you love and put all your passion into it!
If you do what you love you will find true success, and you will enjoy it along the way.
• Create your own work team
Consider it to be your work ecosystem. The more diverse the better!
• Prepare yourself for failures
Because that is where you learn the most from. Not all the projects I worked on were 100% successful, I was able to learn from my failures and capitalise on them in the future.
A marketing specialist dedicated to helping entrepreneurs to create or re-invent brands with positive impact on the world.
I’m a mother and marketing professional. My great challenge in life, being a woman, has been continuing to develop professionally while maintaining a family and raising two children. Despite this, I have had a very successful career and I was recognised as a “Women to Watch” with 16 other top female marketing executives of Argentina by Adlatina and AdAge in 2016. At this point, as proud as I was of my accomplishments, I started to wonder WHY I was working non-stop and what I really wanted from my life. “I asked myself “what is my purpose in life and work? and what is my contribution to the world?” Working with ‘Chivas The Venture – A project for social entrepreneurs’ I discovered that there was a new model in companies, driven by the B Corp movement, focusing efforts on sustainable business that not only generate profits but also positively impact our world. I realised this was going to be my new challenge, this new movement was something really inspiring where I could put my energy. I decided to leave my comfort zone and co-create my own socially responsible business with ‘The Curious Beetle’, inspiring and encouraging entrepreneurs and small companies to be part of this ever-growing movement of social business. In 2018 I entered the community of B Corporation professionals, becoming a B Leader. Thanks to this, I am now fully aware there are many tools available to create or transform your business towards a positive impact model. It is not a utopia, and it has its own unique set of challenges, but it can be achieved! “Anyone can become an agent of social transformation. We all have the potential to be protagonists of change in our world and leave a positive impact for the new generations”.
And in the case you want to know more…
I am Argentinean, married to Andres (the artist of the family) and mother of Simon and Rocio (my two great blessings). I really love my family! I was born in Mar del Plata, a seaside city. I love the water, that’s why I am a scuba diver. I love travelling and exploring the world, alone or with friends and family. It is a great motivation in my life and the best legacy for my children, who can know the diversity of the world. My hobby is photography. In the year 2018, Gaby Herbestein (TOP 5 Argentinian visual artist) called me to join her team, as the role of strategy and planning, and I agreed to be part of the visual project “Believe to See”. If you dream it, you can achieve it! I am extrovert and I really like to meet people of all different ages, origins and sexes. I have two favourite quotes: “the key to success is the attitude” and “the goal is not only to arrive, but also to enjoy the way”. I love being able to offer my experience to entrepreneurs: to give them good tips on how to learn how to analyse opportunities with their brands, to give talks, workshops, mentoring sessions and classes to students. I like to collaborate with people and NGO´s, that’s why I always enjoy working to make my dreams a reality.
A bit about me
I have a 20-year marketing career, specialising in FMCGs, specifically the food and beverage categories. Working with multinational companies like Pernod Ricard, Kraft Foods and AB InBev, I have developed and implemented strategies for local and global brands such as Absolut, Chivas, MUMM, Cafayate wines, Gatorade, Pepsi, Tropicana – managed teams and created product portfolios with a strong focus on business for both domestic and export markets. I have had a very successful marketing career, becoming Marketing Director in the final three years of my corporate career. I have taught at numerous institutions in Argentina, as well as mentored entrepreneurs at ENDEAVOR Experience Buenos Aires.
This experience in teaching and coaching has really helped me to spread the message about social entrepreneurism, and to assist people in their journeys to develop purpose-driven business, with success.
When I took the time to reflect on my past and look to my future, I knew that it was time for a change, and that I could be using my talents to positively impact the world.
I discovered my passion, the real purpose that motivated me: To be an expert in “marketing with purpose”, spreading passion for brands, with a feminine and human leadership for doing good in the world.
Then my new challenge, was to make the jump from employee to owner. It was a real change of mindset. I knew that I could capitalize on my many years of marketing experience to help others carve a path of triple-impact marketing that leaves a positive impact. I am very grateful for all I have learned and the skills I have gained in all my years of working in large companies, but I was truly passionate about this new challenge that would focus on giving back to society and the world. That is why my priority is to help entrepreneurs, companies in development and the most vulnerable. I knew that Julieta was totally aligned with my point of view and values in life, that´s why I co-founded ‘The Curious Beetle’ with my closest friend, someone who I love and admire deeply.
My secrets to success in business
Stay organised and dedicate time to plan the key strategies, you will have more chances of success!
Listen to consumers and learn how to adapt and make your business more flexible.
Be adaptable to change: your brand must be able to adapt to survive to the new challenges of the world “keep an open mind.”
 Be courageous, take initiative and be a leader. Do not be a spectator, be encouraged to generate the changes that the world needs!
Design your brand with a multiple-territorial approach in mind.
Be an ambassador for your purpose-driven brand.
Find the purpose of your brand
… And leave a positive impact