Dion Hughes isn’t just a brilliant advertising and marketing mind, he’s put his money where his mouth is by creating a successful, sustainable, personal hair care brand called HiBAR. This new company aims to take on the issue of ocean plastics while delivering an optimistic start to your day. There’s no plastic in their products or in Dion’s personality.
Dion Hughes isn’t just a brilliant advertising and marketing mind, he’s put his money where his mouth is by creating a successful, sustainable, personal hair care brand called HiBAR. This new company aims to take on the issue of ocean plastics while delivering an optimistic start to your day. There’s no plastic in their products or in Dion’s personality.
00:18 - Dion Intro
01:42 - Why did you start Hibar
03:12 - Forging a different path with advertising
08:14 - How did freelance lead to Hibar
12:21 - Who is the competition
15:19 - Stance on sharing plastic free technology
19:11 - Is Hibar a new category
20:16 - Articulation of the brand look
25:48 - Intention driving interaction with the right people
30:24 - What are your challenges
32:03 - You are the brand
33:41 - How do you go up against beliefs about liquid products
36:10 - Purpose of lathering
37:43 - 10 years from now what kind of client is Hibar
41:53 - Where can you find Hibar
42:42 - How can clients find you at Persuasion
43:26 - Helping brands articulate
45:58 - How do you think about your brand’s purpose