Is It Time for Marketers to Reevaluate Brand Purpose?
Thomas Kolster of Goodvertising Agency says brand purpose isn’t about why a company exists — it’s about who it can help people become
It was just a few years ago that brand purpose — what a company stands for other than making money — was trumpeted as a transformative force in marketing and advertising. However, brand purpose seems to have lost its way lately. Thomas Kolster, founder and creative director of Copenhagen-based Goodvertising Agency, and author of The Hero Trap, says brands often struggle because they "tiptoe" around areas that don't align with their company.
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