Brands Need to Stop Putting Themselves First When Focusing on a Purpose

Too often they fall into a ‘hero trap’

A vintage television set is against a red background; on the Tv is a middle aged superhero looking out the blinds of a building
Brands often focus too heavily on making themselves come across as the "hero." Photo Illustration: Aanya Gupta; Sources: Getty Images

If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion.

@thomaskolster Adweek opinion contributor Thomas Kolster is a self-proclaimed marketing activist, author, international keynote speaker.
{"channel":"elasticpress","title":"Recommended","post_types":["post","page"],"lineup_id":"54851","since_qty":30,"since_time":"d","until_qty":0,"until_time":"m","q":"","num_posts":0,"vertical":"brand-marketing"}