“Purpose combines direction, drive and dreams.”
Karen is a Brand Strategist who is an expert at leveraging brand truths to build and refresh brands. She has over 25 years of experience in sectors ranging from Food to Healthcare and Haircare; working with clients such as Unilever, Johnson & Johnson and Three Mobile.
Karen honed her craft at brand consultancy agencies Fitch and CLK/ Corporate Edge. Projects included building an identity and revamped look and feel to help Belgian Poste compete in a deregulated marketplace, and helping Virgin Trains communicate values and personality through station environments and on-board services.
Karen enjoys understanding what makes consumers tick and then scoping the interface between what consumers want and what companies have to offer. For her, Purpose is important because “it combines direction, drive and dreams”.
A favourite Purposeful brand is Pukka Teas because “they are delicious, colourful and inventive and pledge to use the power of plants to create a Pukka planet that benefits everyone. They’re environmentally conscious, fair-trade and anti-poverty”.
Karen speaks French and a bit of Sanskrit.