Don't take our word for it...
sweetgreen has had a long-standing relationship with Charlie Jones and the team from Brand Intersection Group (BIG). Since the very beginning have been instrumental in helping us define the sweetlife, understand our customer tribe at the deepest level and become better leaders. BIG has developed sweetgreen’s custom mindset model, core messaging and brand architecture, all of which have fueled our marketing and business decisions and remain critical to our continuing success.
The team at BIG was able to help us create a framework around our brand through a high level of immersion with our leadership team and deep customer research. They have given us the tools we needed to make brand-related decisions with clarity and buy-in from our whole company. Working with them is extremely beneficial for any growing startup looking to define who their customer is and to scale around a clear and coherent vision.
Never before have I worked with an organization so dedicated to and capable of bringing out the best in our company. The BIG team is amazing to work with — they are insightful, talented, thorough, fun, compassionate and deeply committed. BIG has helped us get crystal clear on what we do best, how we can do it better and how we can speak about it in a way that moves people. In an ideal world, all companies could work with BIG — the result would be a working landscape powered by mission-driven organizations, purpose-aligned teams and authentic leadership.
Teaming up with Charlie and the BIG team was one of the best decisions we’ve ever made. They allowed us to see our business in a whole new light and helped us understand and develop the higher purpose behind our brand. They backed up their suggestions with data and empowered us with the information we need to make some of the most important decisions facing our young company. Best of all, we believe we’ll continue to enjoy the fruits of our partnership for a long time to come.
Quick note to express our most sincere gratitude for all of the thoughtful work that went into today’s mega-presentation. Our side devoured it like a pack of ravenous wolves, and they can’t wait for more. Seriously, pretty much everyone in the room popped by or sent notes to say how grateful they were, how helpful they feel this work will be to our brand and our business, and how much they love the two of you. I’m guilty myself. Let’s definitely keep up the momentum!!
Charlie and his team have done an exceptional job helping us identify the key elements of our brand that can work for current and future product lines and channels. They were able to quickly identify the underlying tensions in the organization around our brand and bring an objective outside-in perspective/recommendation that I believe captures who we are as a company, addresses the internal tensions, and speaks to our current and prospective customers on a more universal and aspirational level. Anytime you bring in an outside consultant you are taking a risk on whether they will deliver the value that is proposed at the outset. In this case, I believe our money was well spent and I believe they are helping us set a foundation for our brand that will last for years to come.
I was thinking about you all this morning and wanted to thank you for your contribution to our brand. Working with such bright, talented people like you makes my job just plain fun and I truly am grateful for your efforts.
Charlie Jones played an integral role in crafting the GoGo squeeZ brand for the U.S. market and also selflessly coached our young team as we scaled the business and grew the organization. He is a brilliant class act, and now uses his natural coaching instincts alongside one-of-a-kind Brand and business strategy to offer an exclusive experience for his clients at Brand Intersection Group.