Forget everything you know about brand purpose

Thomas Kolster, recognised marketing and sustainability expert and author of “Goodvertising” and “The Hero Trap”, discusses the ‘brand purpose’ movement he helped to kick-start and his disappointment about what it is today. Hear how brands have gone from being “heroes” to falling into “hero traps” and how they need to move from being the answer to becoming an enabler, from a brand-centric to people-centric model and at the very heart, how brands should be less about their stories than the stories they enable people to tell about themselves.