Category: Articles

Equity & Evidence in Impact: A Conversation with Catherine Addo & Ilyse Hogue

Today, the Racial Equity Impact Practice and Impact Measurement & Learning teams at Purpose launch Choose Both, a digital experience to guide social impact innovators through five key decision-points.

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Ricardo Pimenta

Senior Brand & Strategy Advisor

Ricardo is a seasoned global business leader with wide experience in multiple brands and categories from his career at PepsiCo and Unilever. He is an expert in purposeful brand positioning and strategy.

Based in the Greater New York City Area, USA.

Dr. Remi Trudel

Senior Academic Advisor

Remi is an Associate Professor at the Questrom School of Business, Boston University. He advises Brands on a Mission on a variety of projects to help bridge the gap between behavioural science, and marketing practice.

Based in Boston, USA.

Dr. Robert Aunger

Senior Behaviour Change Advisor

With nearly two decades at the London School of Hygiene and Tropical Medicine U. of London and experience working with numerous global organisations including The World Bank, the Bill & Melinda Gates Foundation, Unilever and Procter & Gamble, Robert is an expert in developing creative interventions for public health programmes. He was the primary developer of Behaviour Centred Design, the framework to change behaviours based on evolutionary psychology, the predictive brain hypothesis and design thinking, which we use at Brands on a Mission.

Based in Sussex, UK.

BV Pradeep

Senior Insight Advisor

Pradeep has an MBA from the prestigious IIM, Bangalore and is a Gold medallist in Marketing Specialisation. He has been an Insight professional and a Management leader in the Global FMCG space for over three decades. He has held senior leadership roles across 40 countries. Pradeep advises us on everything from research and insights to behaviour change, social norms and brand purpose

Based in London, UK.

Our Growth

Brands on a Mission became fully operational in 2021. At the end of 2021, Brands on a Mission became a certified B-Corp organisation. We are working with some of the world’s most renowned brands and organisations to help them deliver and scale up their impact across multiple social issues globally. Brands on a Mission is also a home for passionate intrapreneurs who may struggle to drive meaningful and measurable change from within organisations.

Establishing the Company

When talking about the Purpose Tree framework with various audiences, Myriam realised that ‘Brands on a Mission’ could be more than a book; it could be a movement with the potential to transform the business world, both on a corporate and brand level. In 2020, Brands on a Mission the company was founded.

The Brands on a Mission Book

While at Harvard during a sabbatical from Unilever, Myriam developed a framework for brands on how to achieve social impact and business growth through purpose. Myriam presented this ‘Purpose Tree’ framework in her book, Brands on a Mission

Our Founder’s Journey at Unilever

Brands on a Mission, the company, was the long-term product of our Founder, Myriam Sidibe, former wash manager turned Chief Mission Officer, falling in love with the word consumer. During her 15 years at Unilever, Myriam came to understand what it means to drive impact through brands; while working for Lifebuoy, she helped create a movement to change the handwashing behaviour of one billion people, the single biggest hygiene behaviour change programme in the world. However, Myriam also realised that there were very limited avenues for people who wanted to catalyse purpose-driven impact from within corporations.