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.

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@thomaskolster Adweek opinion contributor Thomas Kolster is a self-proclaimed marketing activist, author, international keynote speaker.