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

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

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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.

But today, the world is a much different place. Brands have become global institutions, replacing the leadership void of traditional structures.

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