Klara Eide

I’ve helped startups, scale-ups, and shake-ups unlock growth through the power of branding on both regional and international levels for over 15 years. I co-founded two businesses within brand strategy, marketing, and communication, and had the amazing opportunity to study and work in London, New York, and Paris.

What truly excites me is leading, navigating, and creating positive change by integrating business and brand strategy further upstream.

My absolute favorite purposeful brand is the luxury brand Six Senses Resorts & Spas. Six Senses, founded by a Swede and her husband, was early in defining a meaningful purpose and continues to deliver on it every day, in every interface, and in every experience.

The brand has redefined luxury hospitality through its commitment to the environment and the community for the conscious consumer – what they call intelligent luxury. That’s why they have an organizational chart that looks like a solar system, why guests are invited to stay extra for free if they volunteer to work in the local community, why they recruit locals and build hospitals, and why guests are provided with a special bag to take their plastic refuse home with them.

Taking your shoes off when you arrive because you don’t need them anymore (the ‘no news, no shoes’ policy) is the core of what they’re all about. Six Senses is a truly amazing example of the business impact of having a transformational purpose at its core.

I’m fortunate to have helped several iconic brands create and deliver on their purpose. Working with purpose-driven business transformation allows you to see the positive effects on business, people, and societies. I’ve helped a global energy company find its purpose and turn renewable, and I’ve helped a pensions provider formulate a purpose that improved their business and footprint.

I find the energy sector, especially renewable energy, incredibly interesting. It’s at the forefront of innovation, has the power to make a huge difference, and has transformed from a low-interest commodity to a top priority for consumers, businesses, and policymakers. And it's only just beginning.

Saying we are living in a time of change is a massive understatement. The level of uncertainty and disruption we are currently witnessing is unprecedented. As a business and a brand, it is more important than ever to adapt, reinvent, and stay relevant to thrive in an increasingly competitive marketplace.