“A must-read for saints and wannabes”

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“A must-read for saints and wannabes”

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Screw your purpose, who can you help me become?

News

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Opinion in The Drum: You’re selling running shoes – don’t pretend you’re saving the world

Credit: Originally featured in The Drum Thomas Kolster literally wrote the book on brand purpose. Despite being one of its biggest advocates, however, he’s having a change of heart after seeing one too many marketers mistake preaching for purpose. Here, he urges...
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Corporate and agency training

New digital possibilities open up for training from a group of executives to hundreds across an organisation Online brings a lot of new possibilities to the table when it comes to training. Usually, training might be limited to a smaller group of people such as an...
the hero trap hed page 2020

Interview in AdWeek: Why Brands Need to Avoid Being Heroes in the World’s Story

In his new book, Thomas Kolster has an awakening about brand purpose Credit: Originally published by AdWeek In 2012, author Thomas Kolster released his first book, Goodvertising. Eight years ago, the thinking in the book was revolutionary, and the Danish branding...
hero21

Opinion in Contagious: Why brand activism is a hero trap

Credit: Originally featured in Contagious   Thomas Kolster took a hatchet to his beliefs about brand activism when he realised it had become a performative shouting match, and discovered the missing link between purposeful advertising and sales. I used to...

News

s3 media youtube you cant stop us nike video thumb default 1280

Opinion in The Drum: You’re selling running shoes – don’t pretend you’re saving the world

Credit: Originally featured in The Drum Thomas Kolster literally wrote the book on brand purpose. Despite being one of its biggest advocates, however, he’s having a change of heart after seeing one too many marketers mistake preaching for purpose. Here, he urges...
Picture 1

Corporate and agency training

New digital possibilities open up for training from a group of executives to hundreds across an organisation Online brings a lot of new possibilities to the table when it comes to training. Usually, training might be limited to a smaller group of people such as an...
the hero trap hed page 2020

Interview in AdWeek: Why Brands Need to Avoid Being Heroes in the World’s Story

In his new book, Thomas Kolster has an awakening about brand purpose Credit: Originally published by AdWeek In 2012, author Thomas Kolster released his first book, Goodvertising. Eight years ago, the thinking in the book was revolutionary, and the Danish branding...
hero21

Opinion in Contagious: Why brand activism is a hero trap

Credit: Originally featured in Contagious   Thomas Kolster took a hatchet to his beliefs about brand activism when he realised it had become a performative shouting match, and discovered the missing link between purposeful advertising and sales. I used to...

Change Begins with Who?

Great organisations put people in charge of their own life and happiness.

Who can you help people become?

Change Begins with Who?

Great organisations put people in charge of their own life and happiness.

Who can you help people become?

The Hero Trap

Thomas showcase how organisations and leaders can spark change by asking: who can you help people become?

The Hero Trap

Thomas showcase how organisations and leaders can spark change by asking: who can you help people become?

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It’s simple, when you help people realize themselves, your organisation becomes meaningful and change follows.

One of our studies shows, that people are 29.5% more motivated to act on messaging that put them first

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Post Purpose

Thomas explains why most organisations get purpose wrong and how organisations with advantage can put people in charge.

Post Purpose

Thomas explains why most organisations get purpose wrong and how organisations with advantage can put people in charge.

Our Promise

We promise to help you become a catalyst for positive change for yourself and for others.

Test how meaningful your brand is!

Take our 2 minute self-assessment test.

Learn

Transform your organisations today through one-to-one tutoring, audio lessons or easy-to-use online modules.

Goodvertising

Goodvertising is the belief that doing good for people and planet is also good for brand and bottom line. 

© 2020 Thomas Kolster. All Rights Reserved.