I am very proud and happy to announce that an in-depth Goodvertising course has been launched in partnership with Cannes Lions International Festival of Creativity and 42courses.com! These days brands function in a completely different landscape. Consumers are more...
Originally published by World Federation of Advertisers We’re at the beginning of a new post-purpose era, where brands will fail if they think they can outcry competition by screaming ‘I care’, says purpose pioneer Thomas Kolster, also known as Mr. Goodvertising, as...
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...
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...
