Why Brands Need to Avoid Being Heroes in the World’s Story

In his new book, Thomas Kolster has an awakening about brand purpose

the hero trap book cover
When brands try to change the world, it can often backfire. Thomas Kolster

Key insights:

In 2012, author Thomas Kolster released his first book, Goodvertising. Eight years ago, the thinking in the book was revolutionary, and the Danish branding expert traded on his insights from people like David Droga of Droga5 and Hannah Jones, then CSO of Nike, on stages around the world, preaching the gospel of purpose and impact.

@zanger doug.zanger@adweek.com Doug Zanger is a senior editor, agencies at Adweek, focusing on creativity and agencies.