Brands often focus too heavily on making themselves come across as the "hero." Too often they fall into a “hero trap”. If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion. The latest...

Thomas Kolster recently did an interview with French media La Réclame. Here, he talked about how he has changed his view on brands and sustainability since he published his book Goodvertising in 2012. His next book (which is coming out later this year!) is called “The...

As Cannes Lions Festival of Creativity is widely known as the world championships of advertising, I am very proud to be invited to join the 2019 Sustainable Development Goals Jury. Why? Because for a long time I've been doing my best to get the attention of companies...