Fun
We have fun because we love what we do. We are collaborative, innovative and rewarding of having a fun working culture with our team and clients so everyone is passionate to be a part of the WHY every day.
The spark for founding ‘Why the Brand’ originated during the many trail running adventures of Jonathan Edwards in the Cape Mountain Ranges. Jonathan realised his passion to change the status quo of industry Brand, Product and Marketing Strategy. His purpose would be to lead Brands with their WHY, so that they could serve with purpose and the desire to make meaningful change within a community of people who desired to belong.
Jonathan’s beliefs and approach in leadership, branding, product and marketing were inspired by Simon Sinek and Seth Godin. Simon Sinek had presented his famous talk on “Start with Why” on the Ted X platform. Simon’s talk has been viewed by millions of viewers worldwide yet only true leaders have understood the internal and external impact of the ‘Golden Circle’ approach. In the realm of marketing, Seth Godin had released two key books in the last decade, “Tribes” and “This is Marketing” . Seth shone a light on the need for marketing to make meaningful change and to foster the desire for people to be a part of a collective following.
In 16 years, Jonathan has managed the Brand, Product and Marketing for over 40 industry leading brands within both in-house and agency working environments. Only 5 percent of these brands had a strong WHY. It was these brands which created a healthy work culture, a sense of belonging and a purpose beyond the bottom line. The bottom line however improved by the matter of leading with the WHY philosophy. Marketing was relational and not driven by short term marketing tactics of price and promotions which didn’t set the Brands apart, beyond what the Brand’s product offering was. Brand, Product and Marketing culture has to change for the success of all involved.‘Why the Brand’ was launched to help lead this mission.
Jonathan holds a B.Comm (Hons) in Marketing and Strategic Management from Stellenbosch University and Digital Marketing certifications from the University of Cape Town and The Open University as well as certifications from Google Skillshop and LinkedIn Marketing Labs.
To guide Brand owners to discovery their WHY, so that they can serve customers with purpose and the desire to make meaningful change within a community of people who desire to belong.
To lead the development of a global Brand culture that creates meaningful change, clear purpose, fulfillment, passion and wellbeing within organisations and the customers they seek to serve. Thus positively impacting the bottom line in the process.
Founded on the principle of “Why we do What we do”, ‘Why the Brand’ helps lead brands with their WHY; their core purpose, values, principles and desire for meaningful change in the lives of the people they serve.
We believe in creating a family, where we appreciate, value, collaborate and listen to our team and clients to ensure we can best engage, lead, influence and grow them to be their very best.
We have fun because we love what we do. We are collaborative, innovative and rewarding of having a fun working culture with our team and clients so everyone is passionate to be a part of the WHY every day.
We believe that our team, our partners, our clients and their employees need to believe in an inclusive WHY, where everyone who follows the Brand must have a sense of purpose and belonging.
Wellbeing is front and centre of all we do. Our team and clients are humans, filled with hope, aspirations, beliefs and personal struggles. We believe in personal development, relationships, appreciation and respect.
We challenge the status quo. Our mission is far from the norm of existing Brand culture but by leading Brands to lead with their WHY, we believe we will create a movement for meaningful change.
We believe in growing our team, partners and clients to lead the change. Our team and partners are our greatest assets and we support growth and development to best serve our clients for success.
If you want to lead your brand with purpose and to make meaningful change in the lives of the people you serve then ‘Why the Brand’ is here for you.
