The Sorbet Story. Building purpose into your brand.
In 2004, my father announced at the dinner table that he was going to start a chain of beauty salons called Sorbet. We were puzzled, it was a rather odd industry choice (I mean, this was a guy who thought a Brazilian was a person from Brazil). As puzzled as we were, we all knew that my father’s entrepreneurial spirit, love for people and culture and odd passion for changing an industry would mean this would be an exciting ride and I dived right in. I spent ten years as Head of Marketing building the Sorbet brand. I learned many lessons along the way but the most valuable, by far, was the importance of building purpose into your brand and as long as you stay close to your purpose your brand keeps breathing. Let's talk purpose.