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...
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...
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...
Taking a look at winning communication strategies in times of crisis Credit: Illustration by Tam Nguyen/Ad Age – Originally featured in Ad Age This is no time to stay silent or inactive as a brand. According to a survey by the World Federation of...