Mr. Goodvertising

New book challenges purpose and warns brands to avoid the hero trap

New book challenges purpose and warns brands to avoid the hero trap

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Change Begins with Who?

You can start today

Change Begins with Who?

You can start today

You don’t give someone purpose,
it’s something they have
to find for themselves
Purpose is like Pokemon,
everybody is searching for it,
but nobody really knows why
Come up with real solutions
rather than blowing more hot air
into the deflating advertising bubble
The majority of do-good efforts from brands are ridiculous
and nothing but a cheeky pick-up line to charm consumers into buying more
How does advertising
add value to your life?

About The Hero Trap

 

Internationally recognized purpose pioneer Thomas Kolster, also known as Mr. Goodvertsing, takes a hatchet to his earlier beliefs and warns brands about purpose: “Try to fly like a superman, and you will come down like a ’tin of soup.” Thomas calls it a “Hero Trap”. Most brands today are firmly on the social and environmental issues bandwagon like bees around a honey pot from oceans plastic to diversity. People are increasingly distrustful towards these efforts viewed as cheap marketing stunts meant to wow people into buying more. Drawing on top-line marketing case studies and in-depth interviews with the likes of P&G’s CMO Marc Pritchard, Kolster demonstrates how people are truly motivated to act when they’re in charge of their own life and happiness. One commissioned study comparing well-known commercials shows that by taking a people-first approach, people are 29.5% more motivated to act on the messaging than the traditional purpose approach. ‘Who can you help me become?’ is the one essential question you need to be asking and acting on to chart a new course for your brand, changing behaviors at scale and unlocking sustainable growth that benefits all. Thomas heralds the beginning of a new post-purpose era, where brands will be seen as villains if they don’t put people’s dreams, aspirations and creativity first.

The Book from 2012, that Sparked a Global Movement in Marketing

“Brands these days are all flexing their do-good muscles like an Avengers casting gone bad. Believable? Hell no.”

 

#TheHeroTrap

“Brands these days are all flexing their do-good muscles like an Avengers casting gone bad. Believable? Hell no.”

 

#TheHeroTrap

Interview about the Hero Trap

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

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Goodvertising

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

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