brand purpose

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

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If you asked a psychologist to evaluate most brand purposes, I imagine the diagnosis would be somewhere between megalomania or delusion. The latest attention-grabbing ad from Nike hits the nail on the head. “Believe in something, even if it means sacrificing everything.” The whole purpose space has moved from being a trust-building commercial exercise to …

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Lights, camera, ACT Responsible

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“to inspire, promote and federate the actors of the advertising communications industry around social responsibility and sustainable development and to share good practices”. This is the main mission of ACT Responsible, an international non profit association who have stood in solidarity as the Advertising Community Together since 2001, in the wake of the 9-11 bombings.   In a world …

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Impact vs. making a good impression: interview with M&M Finland

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Thomas Kolster was interviewed recently by Marketing & Advertising Finland. This is the translated article – you can see the original here. Enjoy! Responsibility is on everyone’s lips, but few marketing impressions have real impact – “Words and actions do not match” Danish Thomas Kolster has been going around the world for years to talk about how …

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