Unlocking Business Growth, the Berenbrug flagship programme

Although based on tested and proven models, concepts and techniques, each instance of the programme is designed and built for the specific circumstance. This ensures that the programme really addresses the needs of the business and is focused on outcomes that can be executed by the business unit.

Drawing from a vast library, and wide personal experience, of both good and bad examples of commercialising sustainability, the programme is extremely inspirational, bringing new ideas and stimulating creative, but business focused, thinking.

The heart of the programme is a series of interactive, group-participation modules where knowledge building and ideation come together. These sessions, which can be delivered staggered over a two week period, or concatenated into a two-day, in-market experience, sit in the centre of a ten-week programme that starts with leadership interviews and participant assignments, and finishes with a sign-off on the business plan.

Coupling Business Growth to ESG

Although the programme is customised for each clients and circumstance, the diagram below gives a typical overview of the stages in the programme.

Concrete results

The programme has consistently delivered incremental growth for brands and markets.  Examples include:

• A tea brand in the Middle East that were inspired by the programme to bet the full year advertising spend on a genre breaking TVC that focused exclusively on the brand’s social mission. In addition to massive media coverage and industry awards, the brand grew 14% from a flat baseline.
• In Asia-Pacific, a Personal Care brand revamped their social purpose activity using the tools and the learnings gained from the programme. In additional to a phenomenal ten-fold increase in the social impact of the activity, brand sales grew 10%.
• Through the programme a mass-market food brand in Asia developed a brand activation on positive nutrition that not only grew the brand by more than 20% but also brought non-category buyers into the brand.

Depending on the specific programme objective, businesses should expect incremental volume growth averaging between 8% to 12%, above baseline or organic growth, which can be directly attributable to programme outputs.