My name is Hermine Mbondo. I’m the founder of B4brand, a Toronto-based bilingual English/French storytelling-driven marketing agency for purpose-driven brands. While consumers are always enticed to buy more, at B4brand we believe that marketing has a greater purpose than consumerism and should empower people to buy smart, by putting their money where their heart is. So we made it our mission to create stories that connect brands that take a stand on values with people who share those values through engaging storytelling content.
For some, storytelling has lately become a marketing buzzword. For us, at B4brand, storytelling is rooted in our identity. In fact, the B in B4brand stands for:
- Brand – because we promote brands that are making a difference and have a positive impact –,
- Bilingual – since we provide our services in English and French, Canada’s official languages, but we also offer a multilingual platform – and
- Bassa – because our storytelling originates from the Bassa tribe of Cameroon, a tribe that has been using storytelling as part of their oral traditions to pass down knowledge from one generation to the next.
So, this is where my journey starts. I was born in the hinge of Africa, in a land where West and Central Africa meet. I grew up listening to these amazing tales during my summer vacations in our village. At twilight, one of my aunts would gather all the kids and start telling us stories before going to bed. Those legends, myths, tales, riddles, songs, and proverbs rocked my early childhood and inspired me to read more, write more, and somehow instilled in me a lifelong love for storytelling.
I left my native Cameroon and moved to France at 8 years of age. Among the many things that France has given to me, education by far was the game changer. I graduated from a business school with Master’s degree in Management, majoring in Consumer Marketing, and I quickly gained international work experience, holding various marketing and communications positions in France, Canada, and the US. But it wasn’t until I moved to Toronto in April 2016 that I fully embraced entrepreneurship.
I arrived in Toronto in a snowy yet beautiful day with my suitcase, a need for a change of scenery, my Master’s degree in my pocket, and a decade’s worth of international work experience. This cosmopolitan, vibrant, and bustling city seemed just like the perfect place for a fresh start. Toronto also turned out to be a great place to start a business venture and ignited my entrepreneurial spirit. So much so that I founded B4brand in 2017 and a few months later, I turned my side hustle into a full time business in 2018.
Entrepreneurship is not an easy road. Fortunately, Toronto’s booming entrepreneurial ecosystem provides resources to support business ideas and turn them into start-ups, from settlement and community organizations, to incubators, and accelerators, to name a few. Living in such a diverse city also gave me an unique opportunity to connect with a whole portion of the African Diaspora that I knew little to nothing about before, including Africans originally from English speaking countries. In my three years in Toronto, I have met so many smart, driven professionals, entrepreneurs, and investors who share the same desire to participate in Africa’s economic development.
We might be away from the motherland. We might not even share the same experiences or the same attachment to the motherland. However, it provides great hope to witness and take part in this rising movement of individuals who each, at their own level, contributes to take control of the African narrative and write our own story, by investing in and using technology to create a better future for Africans, among so many other entrepreneurial initiatives.
B I O G R A P H Y
Cameroonian-born B4brand founder, Hermine Mbondo, is an enthusiastic entrepreneur who is writing her story in her own unique way. Born in “Little Africa”, raised in France and now living in Canada, this bilingual English/French Marketing Consultant by day also happens to be a world-traveler by addiction, and a foodie by passion.
She graduated from a top French business school with a Master’s degree in Management, majoring in Consumer Marketing. Prior to focusing on storytelling, Hermine Mbondo started her career in Communications at a Paris-based agency then landed a position on a client side at Carrefour Group, one of the world’s largest retailers. She then expanded her skills and horizons and acquired valuable trade marketing skills, working directly with buyers and managing sales reps in the US. In 2012, she was appointed Marketing Manager of a French cookware manufacturer and spearheaded the rebranding of a portfolio of foodservice and retail brands, implementing effective online and offline worldwide marketing strategies.
With over a decade of international marketing experience under her belt, Hermine Mbondo decided in 2017, just a year after moving to Toronto, to use her proven marketing expertise for the greater good and founded B4brand, a storytelling-driven marketing agency for purpose-driven brands.
Email us at [email protected]
Visit us at B4brand
By: Hermine Mbondo
Joan Nwosu- helping entrepreneurs and corporate professionals create meaningful lives
Joan Nwosu is a serial entrepreneur, business consultant and career transition coach based in Toronto, Canada. She is the CEO of Joan Nwosu Coaching and My SoftLanding Canada, both birthed from a deep desire to help people, using her life and career experience over 20 years.
Born and bred in Lagos, Nigeria, where she spent the earlier part of her childhood. Upon completing high school, she moved to the United Kingdom in 1997, to pursue a Bachelor’s degree in Internet Computing at London Southbank University. Her journey as a career woman also emanated from the UK, where she spent a considerable amount of the first 35 years of her life. In those years, she shuffled between the UK and Nigeria.
Joan would say, “In the era where I grew up, the societal norm was to get educated, find a job, climb up the ranks, work till the age of 65, and then retire. I followed this trend and became an overachiever, often transitioning through different careers and industries.”
In a bid to find fulfilment, she said “I explored roles in Management, Consulting, Marketing, Communications, Business Development, Operations, and even Artist Management, amongst others, all to no avail. Although I enjoyed the human relations aspect of my career, some of these environments were toxic for me, and I was never satisfied. After working 20 jobs and making 6 career changes across 3 continents, I quit.”
While transitioning through careers, she noticed the void of dissatisfaction and lack of fulfilment in many professionals including herself, which led to the birth of her coaching business, Joan Nwosu Coaching (JNC). Founded in 2019, JNC is an organization that helps corporate professionals and independent entrepreneurs start, grow, and scale purpose-driven businesses they are passionate about. She said, “In just over a year of operation, we’ve helped hundreds of professionals. My experience in different fields plays a vital part in the execution of my role as the Lead Business Coach at JNC.”
In her words, “I have always had the entrepreneurial drive in me having ventured into entrepreneurship at the age of 19, and launched a total of six businesses since then; a bakery, lifestyle business, political consulting firm, an NGO, coaching practice, and an immigration consulting firm, of which the last two are still in operation today.”
In 2015, she moved to Canada and two years later, founded My SoftLanding Canada, an organization focused on helping new immigrants to comfortably settle in Canada. Today, My SoftLanding Canada has helped hundreds of Canadian immigrants transition safely and get good jobs quickly.
Over the years, she has embraced Public Speaking as an avenue to express herself, amplify her voice and message. Again, her vast professional experience has contributed immensely to her success in inspiring and motivating people through seminars, webinars, conferences, events, and other platforms.
Entrepreneurship fuels her desire to make a difference in the world through social impact. According to her, identifying voids, proffering solutions, and providing value is king.
Her purpose is to help people live full lives and not just exist. To live life on their terms doing only what they love while making a difference in the world. She believes everyone deserves to have this regardless of age, background, or environment, you too can have the life of your dreams.
Chynna Morgan – helping brands create memorable experiences using sound + music with GIF Out Loud
Chynna Morgan is the Founder at GIF Out Loud, an experiential technology startup that creates unique experiences and allows customers to spontaneously create and share your brand, sound and music. Chynna shares her story with Alaba Ayinuola of Business Africa Online.
As a young girl, I have always been a dreamer- dreaming of ideas that I can bring to life to help or shape the world that I live in. Somehow, I always knew I would be an entrepreneur, but never in a million years did I see myself in tech. I like to say; I didn’t look for tech, tech found me. In the middle of finishing my master’s in healthcare management, I suddenly had the idea to start my tech company (GIF Out Loud). I noticed the lack of shareable experiences that amplified a brand’s voice or sound that fans or consumers could interact with and share during events or brand activations.
As a professional actress, and coming from a family of musicians- I have always understood the importance of creating a storytelling experience, and how it connects with people on a deeper level especially using your voice or music. Since my childhood, I saw first-hand, the power and healing that music could bring to the world, just by listening and watching my family perform.
Historically, as an African American, music has always been a pillar of healing, whether that was bringing us through slavery or bringing us together. Because music is so powerful, I always wondered why brands were not creating full experiences to amplify their brand’s sound while simultaneously capturing analytics and data that they need, to stay in touch with their target consumer. This is why I created GIF Out Loud, we work
with brands and music artists to develop interactive, digital, and shareable experiences using music and sound during events and brand activations.
Since I started my company, we have partnered and worked with big brands such as Shell and Pennzoil, and we are currently working on some cool partnerships in the music, retail and sports industries. My goal is to partner with brands in all types of industries to create unforgettable experiences and memories that consumers would want to share using the power of sound.
When I started to immerse myself in the tech industry, I quickly realized that this space was not intended for people like me, but it was my job to be the one to help elevate this space and let our faces and brilliance be seen. I am looking forward to creating more opportunities for black people in tech and how I can tap into my heritage and create opportunities in Africa. This will help amplify Africa’s brands and most importantly, Africa’s voice all over the world.
I am more than ecstatic to be on this journey, and this only the beginning.
Visit: GIF Out Loud
Save App: Helping you share moments, send and receive distress alerts real-time
Samuel Thierry Njock is the Founder of Save, an App that helps you locate in real time, share moments, send and receive distress alerts from your family and friends. Samuel shares with Alaba Ayinuola of Business Africa Online, more about Save, what sparked the interest and the long term goals. Excerpts.
About Save App
Save App helps you locate in real time your loved ones, share moments, send and receive distress alerts.
Save is a great location sharing app for your family and friends. It’s now more easy and simple to know where the people who matter most to you are in real time, and if they are safe, even when they are far away. With Save, see in real time where your loved ones, and get easily to them, and share what you do through pictures and videos.
Save also offers health and safety features. You can:
– Display the closest hospitals and pharmacies from your location
– Send distress alerts to your loved ones in case of car crash, car breakdown, and insecurity
– Receive in real time data about health and safety issues (dangerous areas, low network in an area, other health and safety recommendations or warnings).
Since the covid19 pandemic started, we have added real time data about the spread for every country in the world, with protective measures against the virus, for users to keep them on mind all day long.
Here are your first steps on Save:
– Invite your loved ones on Save, then add them to your group
– See in real time each other’s location on the map
– Join easily each other with roads
– See live pictures and videos of your loved ones, share yours with them.
The Save project arises from the fact that Samuel works in the Northern Cameroon at the beginning of the Boko Haram crisis. His relatives are constantly worried about his safety, and his girlfriend was living in Yaoundé. There was sometimes no way of knowing in real time whether she was doing well or not, whether she was in the office or at home. Samuel then thought of creating an app, which would allow him to share his position with his relatives, publish photos and videos of what they are doing in real time, and send alerts in the event of an accident, insecurity, car breakdown.
Save has two major long-term goals:
– Allow individuals to navigate more easily and more simply towards each other, especially in the event of a perilous situation such as an accident, an insecurity problem
– Makepeopleenjoy real time location sharing: make it interesting enough for them to forget the tracking part, which most scares them as soon as they hear real time location sharing.
– Samuel Thierry Njock: Founder of Save, a 32 years old Cameroonian and holds a license degree in Management and a Masters in Finance. During his first professional experience in a brewing company, he was passionate about information systems. He is strongly influenced by Steve Jobs, who thought that technology should make it possible to do more simply what constitutes the daily life of men: to move from a place to another, to listen to music, to use a phone, etc. Samuel is great at conception and simple problem modeling, and he’s passionate about design.
– Bertrand Evina: with a master’s degree in international marketing, Bee as he is called joined Save. He attended with Samuel between 2000 and 2004. Passionate about marketing, he is at the origin of all our campaigns, and manages our online community
There are also people who intervene on an ad hoc basis, such as Thierry, the graphic designer, Jef and Stéphane, who lend a hand in development.