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...
Credit: Image by Getty Images – Originally featured in Shots Across every award show you see yet another brand trying to pitch itself as the solution to all the ills of this world. Unfortunately, I witness missteps daily. It turns out I was wrong about brands pursuing...
Q&A with Thomas Kolster on his second book, in which he urges companies not to fall into an overcrowded ‘purpose’ space and empower customers to find their transformational purpose Thomas Kolster is also known as Mr ‘Goodvertising’ thanks to his first book of the...
Bake in plenty of “me” into the millennial marketing mix. Credit: Image by Getty Images – Originally featured in Ad Week In young people’s eyes, advertising was already on life-support before the pandemic. Young people already saw advertising in a coma....
Credit: Image by DB_OBLIKOVANJE/PIXABAY – Originally featured in Sustainable Brands When it comes to Coronavirus, the climate emergency or any other disaster, we shouldn’t antagonize; rather, we should empathise. If we learn to see beyond the tips of our noses and...
