Podcast appearances and mentions of thomas kolster

Why settle for corporate ‘mission statements' when you can spark a movement? Thomas Kolster has made it his life's work to help Fortune 500 companies, start-ups, and governments discover exactly who they can help their audiences become. As the founder of the Goodvertising Agency, a recognized global thinker at the intersection of marketing, business, and sustainability, and author of two provocative books—Goodvertising and The Hero Trap—he challenges companies to stop obsessing over their “why” and focus instead on empowering people to own their own transformations. A frequent speaker at TEDx and SXSW, a judge at D&AD and Cannes Lions, and a vocal critic on climate issues, Thomas believes “purpose” isn't about being a savior but a catalyst. Whether he's advising Meta, Adidas, or IKEA, his mission remains the same: deliver authentic impact by making your audience, not your brand, the hero.

Think about the last advert you saw. Was it the first or the 100th time you saw it? Today, the average person sees around 5,000 to 10,000 ads a day - a significant jump from the 500 ads a day in the 1970s. So, with all these ads - from social media to cable TV - vying for our attention, it's time for a reckoning. In this episode of 2050 Investors, we ask: has advertising been a force for good, or has it contributed to patterns of over-consumption? Join host Kokou Agbo-Bloua on a journey through the fascinating world of advertising, exploring its evolution from ancient practices to modern strategies that shape consumer behaviour and cultural identity. Kokou also examines the rapid growth of this multi-billion-dollar industry, its future amid rapid developments in AI and, of course, the pros and cons of an industry credited with creating some of the world's most iconic slogans, jingles and moments. Later in the episode, Kokou welcomes guest Thomas Kolster, a leading marketing and sustainability expert and author of Goodvertising. Thomas shares his unique insights on how advertising can shift from a consumer-driven model to a purpose-driven one, emphasising the importance of aligning brand values with consumer ethics. He discusses the challenges brands face in distinguishing genuine efforts from greenwashing and how to authentically engage with socially conscious consumers. There's certainly something for everyone in this episode!About this showWelcome to 2050 Investors, your monthly guide to understanding the intricate connections between finance, globalisation, and ESG.Join host Kokou Agbo-Bloua, Head of Economics, Cross-Asset & Quant Research at Societe Generale, for an exploration of the economic and market megatrends shaping the present and future, and how these trends might influence our progress to meeting 2050's challenging global sustainability targets.In each episode, Kokou deep-dives into the events impacting the economy, financial markets, the planet, and society. Through a magical blend of personal anecdotes, in-depth research and narratives overlaid with music, sound effects, and pop culture references, there's certainly something for everyone.Kokou also interviews industry-leading experts, personalities, entrepreneurs and even Nobel prize winners! You will learn from the best on a wide range of subjects on current affairs, market shifts, and economic developments.If you like 2050 Investors, please leave a five-star review on Apple Podcasts or Spotify. Your support will help us spread the word and reach new audiences. If you're seeking a brief and entertaining overview of market-related topics and their business and societal implications, subscribe now to stay informed!Previous episodes of 2050 Investors have explored ESG, climate change, AI, greenflation, globalization, plastic pollution, food, healthcare, biodiversity and more.CreditsPresenter & Writer: Kokou Agbo-Bloua. Editors: Vincent Nickelsen, Jovaney Ashman, Linda Isker & Jennifer Krumm. Production Designer: Emmanuel Minelle, Radio K7 Creative. Executive Producer : Fanny Giniès. Sound Director: Marc Valenduc. Music: Rone. Graphic Design: Cédric Cazaly.Whilst the following podcast discusses the financial markets, it does not recommend any particular investment decision. If you are unsure of the merits of any investment decision, please seek professional advice.Hosted by Ausha. See ausha.co/privacy-policy for more information.

¿Crees que se pueden alcanzar los Objetivos de Desarrollo Sostenible si trabajamos solos por nuestra cuenta? Yo estoy convencido de que no, es por eso que me dio mucho gusto participar en el encuentro anual Pacto Global es una iniciativa de las Naciones Unidas en la que reunen a grandes empresas multinacionales para trabajar y comprometerse en conjunto a alcanzar las metas globales de la Agenda 2030. En este encuentro, tuve la oportunidad de platicar con 3 de los muchos expertos que asistieron. El día de hoy te quiero compartir fragmentos de estas conversaciones con Claire Baumann, Head of Sustainable Finance de Pacto Global a nivel mundial, con quien nos enfocamos en cómo las finanzas pueden ser una herramienta para la sostenibilidad; Daniel Aronson, autor del libro “The Value of Values”, quien nos enseñó cómo se puede medir el impacto de nuestra empresa a través de 4 categorías; y finalmente con Thomas Kolster, experto en marketing y sostenibilidad y autor del libro Goodvertising.

În octombrie, Bucureștiul găzduiește cel mai mare eveniment din Europa Centrală și de Est axat pe soluții pentru provocările climatice. Zeci de lideri în inovarea climatică, experți în politici de mediu, cercetători, antreprenori și oficiali guvernamentali se vor întâlni pentru a găsi soluții pentru un viitor sustenabil. Despre agenda Climate Change Summit și primii speakeri anunțați, am vorbit cu Ciprian Stănescu, președinte al Social Innovation Solutions, organizatorul evenimentului. Sub deviza „Solutions for a greener tomorrow on the horizon / Soluții pentru un viitor mai verde la orizont”, Climate Change Summit promite o abordare multidisciplinară, anunțând primii șase speakeri de renume internațional care vor aduce perspective diverse și soluții inovatoare la provocările schimbărilor climatice: Bas van Abel, promotor al designului sustenabil, fondator al Fairphone - cel mai sustenabil smartphone din lume - și De Clique; Julia Okatz, Director la Systemiq, specializată în planificare urbană și orașe reziliente; Barbara și Christoph Promberger, directorii executivi ai Fundației Conservation Carpathia, renumiți pentru activitatea lor de pionierat în domeniul conservării faunei sălbatice; Oliver Bolton, CEO al Earthly, concentrat pe regenerarea ecologică; Pauline Grumel, fondatoarea UNISOAP, care inovează soluții de igienă prin reciclare; Dr. Theresa Spandel de la Climate and Company, expert în managementul guvernanței sustenabilității (ESG); și Thomas Kolster, fondator al mișcării Goodvertising, care susține marketingul etic.În cadrul Climate Change Summit, speakerii invitați vor prezenta diverse soluții inovatoare, din domenii complet diferite, ce reflectă abordarea multidisciplinară necesară pentru a rezolva problematica provocărilor climatice. De la conservare și regenerare, la etică în design și publicitate, soluțiile prezentate de profesioniști de top vor acoperi tematici ca:După două ediții de succes, care au reunit peste 2.900 de participanți, aproape 2 milioane de spectatori online și peste 160 de speakeri, summitul adaugă sub umbrela sa Climate Change Summit Awards. Competiția va oferi 6 premii în valoare totală de 12.000 de euro, oportunitatea de crowdfunding, dar și recunoașterea soluțiilor inovatoare și ideilor practice la provocările climatice prezentate de tineri sub 30 de ani, dar și întreprinderilor mici și mijlocii, cu minim 3 ani de activitate, din România și  Europa Centrală și de Est (CEE). Cei interesați pot aplica pe https://climatechange-summit.org/ccs-awards/. Climate Change Summit va avea loc în perioada 15 - 17 octombrie, la Opera Națională din București și în alte locuri din capitală și din țară. Evenimentul reunește profesioniști de top care oferă soluții inovatoare și relevante pentru problemele stringente cauzate de schimbările climatice. Climate Change Summit este deschis publicului în limita locurilor disponibile, iar aplicațiile se pot face pe climatechange-summit.org.

WARC Strategy's content director Lena Roland talks to Nick Asbury, creative writer and author, and Thomas Kolster, marketing activist and author. Discussing the rise of purpose, what post purpose looks like, and the role awards can play in changing the narrative around purpose. Stay up-to-date with the latest marketing and advertising news with our free daily newsletter.

This episode of the Future Ready CMO podcast features Thomas Kolster, founder and Creative Director of the Goodvertising Agency. The discussion revolves around the role of marketing leaders in driving positive change in business and society, focusing on the concept of a post-purpose world and the need for brands to facilitate change in consumers' lives.

We continue our monthly look at purpose ads with Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency. This episode explores ads from Volvo, Kraft as well as some transportation work. And more.

We continue our monthly look at purpose ads with  Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency. This episode explores M&M's Super Bowl stunt and a ‘subvertising' move by climate activists that targets BMW and Toyota.

Purpose marketing expert Thomas Kolster breaks down a winning campaign from Mentos that involves raccoons and a couple losers from P&G and HSBC. Plus, how BrewDog crashed the World Cup.

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.

In our latest look at purpose ads, Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising, explains why Heineken and Lidl scored with environmental efforts—and how Apple missed the mark with its “Dear Apple” watch ad. Plus, we discuss Patagonia's bold new move.

Purpose marketing expert Thomas Kolster breaks down a winning campaign from a German nonprpofit and a couple losers from Mercedes and  Luftansa. Plus, how brands should prepare for World Cup.

In the latest installment of our purpose marketing series, Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency, shares tips on environmental marketing.

How can you turn your customer into a superhero? In today's episode, we are joined by Thomas Kolster, the Author of The Hero Trap and Goodvertising and one of the most recognized thinkers globally, where marketing, business, and sustainability meet. This week's episode covers experiences, why they are more sustainable than things, and how to make them truly transformational. Tune in to learn more about why you should be putting your customers in charge and turning them into superheroes instead of your brand.   IN THIS EPISODE: [01:48] Thomas's career background. [03:56] Why Thomas chooses sustainability to be part of a solution. [06:46] How open are the companies Thomas works with to change? [08:37] What is The Hero Trap? [15:55] What drives brands to stop authentically caring about their mission? [19:37] Why do people fall out of love with brands? [21:43] Aransas shares her experience of working for a transformative brand. [28:48] Customers should be treated like superheroes.    KEY TAKEAWAYS: Experiences are more sustainable than things. Put your customer in charge of your brand and your business. Understand fundamentally the role you play in people's lives. Turn your customers into superheroes instead of your brand. Ask yourself how you can create transformative experiences for your customers.   LINKS MENTIONED: Thomas's Books    BIO: Thomas Kolster is a frontrunner and one of the most recognized thinkers globally where marketing, business, and sustainability meet. He continuously challenges the status quo with his vocal and often provocative views on values, purpose, and leadership. In an over-crowded do-good market, people don't buy your values or your “why” but rather who you can help them become.    Thomas wrote two books: Goodvertising & The Hero Trap. He delivered keynotes and workshops in +70 markets for clients like Facebook, P&G, and IKEA and at conferences such as TEDx, and SXSW Judged top awards such as Jury President at D&AD and Jury at Cannes Lions. Thomas also delivered longer training programs with universities and the likes of Cannes Lions and D&AD.

We look at how brands are approaching LGBTQ+ advocacy with Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency.

With this episode we kick off a new monthly series looking at purpose marketing with Thomas Kolster, founder and creative director at Copenhagen-based Goodvertising Agency. We start with a look at Earth Day campaigns, and also examine Hellmann's ongoing campaign against food waste.

Thomas Kolster has been described as a ‘post-purpose preacher', thanks to his writing and speaking on the collision of marketing and sustainability, and advisory work for global businesses such as Facebook, Proctor & Gamble and IKEA around the topic. In this episode of The Remarkable Project, Jay speaks with Thomas about the distraction of virtue signalling, the intrinsic link between customer transformation and trust, and how brands and causal investment are converging. Thomas Kolster is a frontrunner and one of the most recognised thinkers globally where marketing, business and sustainability meet. He continuously challenges the status-quo with his vocal, and often provocative, views on values, purpose, and leadership. He proposes that in an over-crowded, do-good market, people don't buy your values or your “why”, but rather who you can help them become.  Thomas has written two books, ‘Goodvertising' and ‘The Hero Trap', delivered keynotes and workshops in over 70 markets for some of the world's biggest and most influential companies, as well as at conferences such as TEDx and SXSW. He's judged top-awards such as Jury President at D&AD and Jury at Cannes Lions, and contributed to extended training programs in collaboration with universities and the likes of Cannes Lions and D&AD.Remarkable Quotes“Ask yourself the question: Who can you help people become?”“Really try and live that “backseat” role. Be comfortable with it. Be okay.”“I don't like companies to talk about “consumers”, because it needs to be paying respect to people's creativity, to their capabilities, so there's a fundamental respect part in that.”Relevant References‘Goodvertising: Creative Advertising that Cares' by Thomas Kolster [2012]‘The Hero Trap: How to Win in a Post-Purpose Market by Putting People in Charge' by Thomas Kolster [2020] Connect with ThomasLearn more about him and his work at his websiteLearn more about Goodvertising hereFollow him on Twitter

Thomas Kolster is a former ad agency copywriter who when the climate conference came to his hometown, Copenhagen- asked himself some serious questions and went off to investigate how advertising could do more good. The result was the book "Goodadvertising" which was a bold attempt to change the role of advertising from just selling to being able to promote good. In 2020, Thomas wrote another book "The Hero Trap" which argues that brands need to understand how they can motivate people to change and become better versions of themselves. Thomas is a globally recognized keynote speaker featured at events like SXSW, TEDx, Eurobest, D&AD, Epica, ad:tech & Sustainable Brands, a columnist for publications including- Adweek, The Drum, The Guardian and several other publications and a regular judge at international award shows. 

Thomas Kolster aka Mr. Goodvertising talks about why brands need to transform and how the advertising industry needs to shift from fast ideas to entrepreneurial ideas. Host: Christian Budtz  Shortcuts:03:10 How the Copenhagen Climate Summit triggered Thomas to take action /  06:00 Thomas' mission behind his first book "Goodvertising" /  08.00 The influence from Oliviero Toscani /  12:00 How P&G CMO Mark Pritchard championed the company's sustainability agenda /   16:00 The challenge of sustainability wear-out and trust decline /  19:50 How brands need to move from 'purpose' to 'transformation' /  21:40 Thomas talks about his latest book "The Hero Trap" /  24:20 Companies need to ask: Who can we help people become? /  25:25 How KIND Snacks promote kindness /  27:30 Companies fail to empower people's creativity /  28:40 How the Movember movement allowed people to engage /  30:30 The role of creativity in driving change /  39:20 Thomas talks about optimism and risk-taking 

“The ultimate proof point is answering the question… who can you help people become?” In this episode we speak to the inspirational Thomas Kolster, author of The Hero Trap and Founder and Creative Director of Goodvertising. Thomas has been championing sustainability in the advertising and marketing industry for over a decade - he tells us that when he wrote his first book, Goodvertising, back in 2012, no one in ‘the industry' was really interested in what he had to say - his main audience were those already embracing sustainability. However, jump a decade forward - and he spends his time consulting and sharing his wisdom with leading brands and agencies around the world. There's so much to glean from this insightful conversation - Thomas explains how when it comes to purpose and the role brands play in people's lives - they've lost their way. He tells us how most purpose statements are just too broad, that purpose is just not having the same effect - and how too much time is spent by brands and organisations naval gazing, rather than considering the real challenges people face and what really motivates and drives people to change. This leads us on to discuss what Thomas refers to as ‘transformative brands' - those brands that really help people to change their behaviours, and rather than the brands positioning themselves as the ‘Hero' - they instead are the facilitators, creating positive impact and behaviour change for their audiences. We boil down to the key point that realistically, it's very challenging for organisations or brands to drive change - where change really lies is with each and every one of us. We are the heroes! Inspirational, smart, funny and educational - with loads of takeaways - you'll enjoy this one. A real feast to tune into this holiday season. Find out more information about Thomas, his work and books via https://thomaskolster.com/ - and any comments, questions, ideas, suggestions related to the podcast, Get in touch. Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

“The ultimate proof point is answering the question… who can you help people become?” In this episode we speak to the inspirational Thomas Kolster, author of The Hero Trap and Founder and Creative Director of Goodvertising. Thomas has been championing sustainability in the advertising and marketing industry for over a decade - he tells us that when he wrote his first book, Goodvertising, back in 2012, no one in ‘the industry' was really interested in what he had to say - his main audience were those already embracing sustainability. However, jump a decade forward - and he spends his time consulting and sharing his wisdom with leading brands and agencies around the world. There's so much to glean from this insightful conversation - Thomas explains how when it comes to purpose and the role brands play in people's lives - they've lost their way. He tells us how most purpose statements are just too broad, that purpose is just not having the same effect - and how too much time is spent by brands and organisations naval gazing, rather than considering the real challenges people face and what really motivates and drives people to change. This leads us on to discuss what Thomas refers to as ‘transformative brands' - those brands that really help people to change their behaviours, and rather than the brands positioning themselves as the ‘Hero' - they instead are the facilitators, creating positive impact and behaviour change for their audiences. We boil down to the key point that realistically, it's very challenging for organisations or brands to drive change - where change really lies is with each and every one of us. We are the heroes! Inspirational, smart, funny and educational - with loads of takeaways - you'll enjoy this one. A real feast to tune into this holiday season. Find out more information about Thomas, his work and books via https://thomaskolster.com/ (https://thomaskolster.com/) - and any comments, questions, ideas, suggestions related to the podcast, https://www.canmarketingsavetheplanet.com/contact (Get in touch). Due to the COVID19 situation, our podcasts are currently being recorded purely via online conferencing platforms, we apologise for any minor sound quality issues.

How do you feel about the word purpose?Does it light you up, make you feel aligned and on fire to make a difference?Or does it leave you feeling a little disconnected and wanting to change the subject?For me, I've always been in the latter camp.I've always understood the need for clarifying purpose in a directional sense. Who are we as an individual or collective, where we're going and how we get there in a way that aligns.After that point, to be honest, my skin starts to crawl a little.That's usually the point where it starts getting into grand statements. Big decisive yet also vague commitments about ‘helping people' or ‘making the world a better place'. Bizarre pictures of happy people and animals holding hands. You get the picture.Which is weird, because I've spent my whole career building ideas, influencers, movements and brands to drive a specific conversation. A specific purpose.So I've never been able to figure out why I found the whole topic so uncomfortable.That is until I came across my guest today.Today's Guest Thomas Kolster is an adviser to Fortune 500 companies, author of two best selling books, TED speaker and frequenter of more media appearances than I can list. His first book ‘Goodvertising - Creating advertising that cares' created a movement that looked at how purpose can be used to unlock the world-bettering power of brands.However it's his second and most recent book that caught my attention. It's called ‘The Hero Trap – how to win in a post-purpose market by putting people first'. In this book he literally takes a hatchet to his earlier beliefs. Now, other than just being a big fan of anyone that can publicly, unapologetically and enthusiastically change their mind. It was one of the very first lines that had me hooked.“Screw your purpose, who can you help me become?”It's that last question ‘Who can you help me become?' That's the backbone of our entire conversation today. Instagam- @thomas_kolsterFacebook- @mrthomaskolsterTwitter- @thomaskolsterLinked In- https://www.linkedin.com/in/thomaskolster/You'll LearnThe Hero Trap, what it is, how we get caught in it and why the alternative is to shift our focus from purpose to enabling transformation.Why 65% of people say they want to buy from purposeful companies – yet only 26% actually do – and what that tells us about the white noise that the subject has become.How to design your transformative promise. Think of a mission statement – and then make it practical and accountable.References and links mentionedThomas would like to offer listeners a $80 discount on his Masterclass. Simply head to https://www.thomaskolster.com/masterclass and use Code 50 at check out.The Hero Trap Audiobook- https://bit.ly/hero-trap-audiobk Thanks for tuning into this week's episode. Please subscribe to and Review the Inside Influence Podcast. Also if you have some big visions for 2022 I will be running my LAST EVER Live Rapid Authority Masterclass in January. Head to my website www.juliemasters.com and register your details. See acast.com/privacy for privacy and opt-out information.

Thomas Kolster inspire leaders around the world on the importance of branding and not to put your purpose first. Hear our interview of the Danish marketing guru in this podcast episode.Thomas Kolster is a marketing activist on a mission to make business put people and planet first. As a seasoned branding and sustainability professional counting more than 18 years he's advised Fortune 500 companies, small start-ups, governments, agencies to non-profits. He's the founder of the global Goodvertising movement that's inspired a shift in advertising for the better. He's also the author of two books “Goodvertising” (2012) and “The hero Trap” (2020). As a globally recognized keynote speaker he's inspired audiences in more than 70 countries at events like TEDx, SXSW, DAD & Sustainable Brands. He's a columnist for the Guardian, Adweek, The Drum and several other publications and a regular judge at international award shows. As a passionate entrepreneur and change-agent he's launched several impact platforms like Cph:Change and Wheregoodgrows. Thomas' belief is simple: Change begins with you!https://thomaskolster.com Programleder: Jan Villard Sponsor: Minnesota Agency https://minnesota.no

This week on "Beyond Profit" host Ken Beaulieu catches up with author and purpose pioneer Thomas Kolster to discuss growing consumer cynicism toward brand claims about the good they do, the evolution of purpose, and the importance of responding to cultural movements.

Welcome to another episode of the DNA Of Purpose Podcast, and the last episode for 2021. A year that has been defined by a way of thinking that we at Future Crunch call the Adaptability Quotient. With that in mind, I want to share a few words that sum a year of Adaptability for Future Crunch.This has been a year where life has happened, in all its ups and downs, and through it all, every single one of us, did what we do best. We adapted, gained survival skills, expanded our horizons, and harnessed the strength to overcome one of the greatest challenges of our time. We grew in our pursuit to live a purposeful life lined with meaning.We acknowledged that with the full force of the outside world, just how lucky we are to be here, and to have the chance to experience life, in all of its nuances, all of its unfairness, all of its beauty.We accepted that none of us know what's coming next, and yet we had the ability to face it. To transform it into something that's of benefit for people, and our planet. That it was an opportunity to grow ourselves, our business... and perhaps even learn to love both the science and magic of change.As we move forward we have so many reasons to be excited - it doesn't matter where you start - embracing the amateur mindset, realising our opinion has room to evolve, or just remembering - that we are remarkable, and we are built for this. This is in our DNA. We are never too old, and we are never too young, to set out on an adventure, to try one new thing.Overall in 2022, We have it in us, to be stronger, smarter and kinder. So Let's do it better this time around. Let's keep stepping into our purpose acknowledging that if we are ever lost in this complex and crazy, just remember this one thing: collaboration always trumps genius!I know that for me this podcast would not be possible without the power of collaboration, and today's guest is another partner in purpose, I am proud to introduce.His name is Thomas Kolster and he is a marketing activist on a mission to make business put people and the planet first. Thomas is the founder and director of The Goodvertising Agency, and one of the pioneers in shaping brands for good. He's an internationally recognised keynote speaker who's appeared in more than 70 countries at events like TEDx, SXSW, D&AD & Sustainable Brands; and is a columnist for the Guardian, Adweek, The Drum and several other publications, as well as regularly judging at international award shows such as Cannes Lions and D&AD.Today we will be talking about Thomas's latest book which is called The Hero Trap. In the book, Thomas takes a hatchet to his earlier beliefs and warns brands about purpose: The essence of the book's message is that purpose is not a promotional stunt and the brand is never the hero. Purpose is all about the people, and the people are the DNA Of Purpose. This is why we need to put the people first, and make them the hero. From there a brand can build purpose. His belief is that a large majority of brands get stuck in what he calls the hero trap.Thomas believes that brands need to focus on the promise of transformation. ‘Who can you help me become?' is the one essential question you need to be asking and acting on to chart a new course for your brand, changing behaviours at scale and unlocking sustainable growth that benefits all. Thomas heralds the beginning of a new post-purpose era, where brands will be seen as villains if they don't put people's dreams, aspirations and creativity first.Before signing off, we will be on air on Wednesday the 13th of January, by which time I will be a married lady and coming back to the podcast Mrs Rebecca Maklad. New year, a new era and a year that I hope is the best one yet. I wish all of you a merry Christmas and a wonderful holiday season full of love, light and happiness. Love from me and the team at Future Crunch.Welcome to the last episode of the DNA Of Purpose Podcast for 2021!

#S2E23 Shelf Impactors™ Guest Episode with Mr Goodvertising Thomas Kolster It's another guest episode - Acclaimed Ted speaker and Change Activator Thomas Kolster joins us fresh from a Panel Debate on Purpose & Sustainability for Brands. Author of The Hero Trap (available at thomaskolster.com) joins Lisa to discuss the role of Purpose and Branding. KEY AREAS OF DISCUSSION: 1. BRAND PURPOSE - We're all striving for purpose - what is it, do brands need one to make change happen? 2. THE HERO TRAP - we all want to save the planet, save humanity - be the hero archetype - is brave actually being a hero, or something more? 3. THE ANTI-AD WORLD - Why Advertising is a dying medium, or at least evolving big time 4. OPTIMISTIC FUTURES - Go big or go home - what an exciting time to be making real change a reality…what are we excited about? --------------------------------- Thomas Kolster: Website - www.thomaskolster.com --------------------------------- Lisa Hastings: Website - www.lisahastings.me Instagram - @shoebox20 LinkedIn - Lisa Hastings Mark Grey: Website - www.bluenectardesign.co.uk Twitter - @bluenectar LinkedIn - Mark Grey

Bu hafta ilk 50 bölümde ağırladığım konukların değer yaratma formüllerini bir araya getirdim. İmza sorusunu ilk konuklu bölümden itibaren sormaya başladığımda aklımda olan, yapmak istediğim bir şeydi bu derleme. Bu hafta ilk 50 bölümdeki konuklarımın değer yaratma formüllerini çıkardım. Bu sayede siz de konuklarımın yaklaşımlarını bir arada dinleyebilir ve ilginizi çeken bölümlerin tamamını dinleyebilirsiniz. Bu bölümde formüllerine yer verdiğim konuklar: Paul Garrison, Andy Reid, Coonoor Behal, Gülay Özkan, Mustafa Aydın, Zuhal Baltaş, Barış Müstecaplıoğlu, Nida Ayça Onur, Maaike Doyer, Gökhan Kara, Azra Betül, Ayşe Birsel, Nurhan Keeler, Bri Williams, Gürcan Didinedin, Seda Evis, Yeşim Kunter, Oğuzhan Özcan, Yakup Sezer, Hüseyin Güler, Eva İmir Yokuş, Oana Popa Rengle, Sesil Pir, Lerzan Erkan, Thomas Kolster, Candan Schabio ve Yaman Yamaner

Thomas Kolster is the founder of the  Goodvertising Agency, one of the pioneers in shaping brands. In this episode, we discuss his book the Hero Trap, and how companies should be clear about their role when carving a niche in the marketplace and understanding how they can be better than anybody else. He shares his insights on mass marketing, how it affects today's generation of young people and the key issues brands need to do to claim a role in people's lives. In brief this episode covers:What are transformative brands?What a brand is today and what it is going forwardThe connection of social purpose with brandsThe meaningful role of brands in people's livesCommunicating a brand's purpose The approach to differentiating your business and communicating who you areUnderstanding how brands can turn people into the heroes of their own livesMoving a brand from a very transactional relationship to a more transformational relationshipLinkedIn: Thomas KolsterTwitter: @thomaskolsterWebsite: thomaskolster.com Books: Goodvertising: Creative Advertising That Cares and The Hero TrapMentioned brands on this episode: Kind Snacks and District Vision, Red Bull and Who Gives a Crap.Valuable Resources:Register to attend the Brand Tuned book launch on 28 September 2021Brand Tuned Acceleratorwww.brandtuned.com 

This week we've got our longship out of dry dock and nipped North to Nyhavn to snare Danish marketing activist and author, Thomas Kolster.  Hell-bent on making businesses put people and the planet first, Thomas is a branding and sustainability professional, the founder of the global Goodvertising movement, and the author of two books, Goodvertising and The Hero Trap. He talks to us about joining the industry with dreams of helicopters and Ogilvy's Chateau, frustration, getting brand purpose all wrong, the problem when megalomanic brands try to do good, Simon Sinek's self-glorifying exercises, dinosaurs, what he really thinks of Patagonia, consuming Carlsberg and playing Lego (simultaneously, of course), where to get an evasive cheap pint in Copenhagen and bucket loads more. ///// Follow Thomas on Twitter and LinkedIn Here's his website Check out his books: The Hero Trap Goodvertising And if you're gasping for a pint in Copenhagen, but don't fancy paying through the nose for it, Thomas recommends Det Lille Øresund, Oehlenschlægersgade 41, 1663, Copenhagen. Thomas's book recommendation is:  Spørge-Jørgen by Kamme Laurents and Robert Storm Petersen   /////

Thomas Kolster is the Founder and Creative Director of Goodvertising Agency, one of the pioneers in turning environmental, societal and health risks into market opportunities where growing the bottom line goes hand in hand with creating better communities and a better planet. In this episode, Thomas speaks to Swami about the new Unmarketing Movement, why Sustainability has a Storytelling Problem, and his latest book, "The Hero Trap".

Bu bölümde hem iki değerli profesyoneli hem de bir podcasti ağırlıyorum. Ceren Sağlam ve Erol Batislam ve podcastleri "Taş Kağıt Makas". Onların bildiğimiz tatlı atışmalarına benim de dahil olduğum şen şakrak bir bölüm oldu.Ceren ve Erol ile reklamcılığın geçirdiği dönüşüm hakkında konuştuk. Dijitalin erişim ve hedeflemeyi kolaylaştırırken içeriğin artan önemini vurguladılar. Reklamların büyük ihtimalle bildiğimiz haliyle devam etmeyeceğini ama markanın dünyasını oluşturan iletişimin insan yaratıcılığıyla devam edeceğinde hemfikiriz. Ceren'in kuvvetli bir savunucusu olduğu "purpose"a marka amacına, idealine girmesek olmazdı. Simon Sinek ve podcastime konuk olan Thomas Kolster'in de kulaklarını çınlattık. Erol Hoca bunun reklamcılığın elindeki yeni oyuncak, bir heves olup olmadığı konusunda temkinli yaklaşımını sürdürdü. Ceren ise bu yaklaşımın şirketlerin ilk kez ürünün ötesine geçip çevreleri için harekete geçmelerine bir vesile olduğunu savundu. Ceren ve Erol'un birbiriyle yarışan formüllerini ve bu keyifli sohbeti şimdi dinleyebilirsiniz.Ceren Sağlam'ın Linkedin profilihttps://www.linkedin.com/in/cerencoskunsaglam/Erol Batislam'ın Linkedin profilihttps://www.linkedin.com/in/batislam/Taş Kağıt Makas'ı Spotify'da dinlemek içinhttps://open.spotify.com/show/1IQng8XzcpIhYoPv6pnmxC?si=ZPP9xkdtTTuMcLbHU0kS6w

Afsnit 248. Thomas Kolster. Thomas er marketings- og bæredygtighedsekspert. Derudover er han også eks-reklamemand, hvilket vil sige at han i flere år har arbejdet i reklamebranchen og har en masse know-how om danskernes forbugervaner og medielandskabet gennem tiden. Nu er han foredragsholder og forfatter og bruger sine vågne timer på at inspirere firmaer, folk og regeringer til at ændre sig til det bedre og styrke deres grønne profil. I dagens afsnit røber han blandt andet den guerilla-metode han brugte til at komme ind i reklamebranchen og hvordan danskerne er et discount-folkefærd. Gå fornøjelse, Christian!

In this special episode, Jens hands over the reins to Thomas Kolster and Julian Hall, sharing the audio from their recent livestream. The two of them discuss the future of connected cooling solutions, exploring exciting trends and current technologies. Tune in to get a fascinating look at where the future of the cooling industry is headed.

Author and speaker, Thomas Kolster, joins Steve Latham, head of learning at Cannes Lion, to discuss our latest course, Goodvertising. To find out more about Thomas and his Goodvertising work visit www.thomaskolster.com or to take the course head to www.42courses.com.

Thomas Kolster om mulighederne for at arbejde mere bæredygtigt og anderledes efter Covid-19, og hvordan iklæde et grønt bud kostume blev en lidt pinlig start i reklamebranchen for at komme til jobsamtale, om at udnytte de pauser i ens liv man møder, enten pga af en fyring eller et forlist parforhold, og tage til Sydafrika og skrive den første bog hvordan virksomhederne er en del af problemet og dermed også kan blive en del af løsningen. At forbinde kreativitet med noget som også giver mening, og om den spændende kreative udvikling der findes inden for den bæredygtige revolution som vi befinder os i lige nu, og forandringen i verden skal kommer fra os, og som brand burde du hjælpe folk med at blive til dem de gerne vil.

Thomas Kolster is a marketing activist on a mission to make business put people and planet first. As a seasoned branding and sustainability professional of more than 18 years' standing, he's advised everything from Fortune 500 to small start-ups. He's a globally experienced keynote speaker, author of two books Goodvertising (Thames & Hudson, 2012) and The Hero Trap (Routledge, 2020) and a columnist for Adweek and several other publications. Thomas's belief is simple: change begins with you! Join our fully interactive Q&A sessions hosted by a different business expert every day. Pick up valuable tips and advice and discover practical positive steps you can take in the months ahead. You ask all the questions — add yours in the comments section of YouTube or Facebook or use the #QBATE hashtag on Twitter. #QuickBooks #AskTheExpert #LiveStream The world's largest workforce works for themselves. We work for them by providing smarter business tools. QuickBooks is always backing you. https://quickbooks.intuit.com/uk/ Subscribe to our YouTube channel: https://bit.ly/2ycNB3g Follow us on Facebook: https://www.facebook.com/QuickBooksUK/ Follow us on Twitter: https://twitter.com/QuickBooksUK Follow us on Instagram: https://www.instagram.com/quickbooksuk/

Bu bölümde Thomas Kolster ile yaptığımız söyleşinin Türkçe özetini sizinle paylaşıyorum. Kolster, pazarlama aktivisti ve danışmanı, uluslararası konuşmacı ve Goodvertising ve The Hero Trap kitaplarının yazarı. Goodvertising kitabını 2012 yılında yayınladığında sürdürülebilirlik ve marka amacı konuları pazarlama iletişimi ve reklamda kendini göstermeye başlamıştı. Simon Sinek'in dünya çapında pazarlamacılara ilham veren meşhur "neden ile başla" videosu yayılıyordu. O günden bu yana Thomas "amaç"ın evrildiğine inanıyor. BBMG ve Globalscan'in yaptığı bir araştırmaya göre insanların %65'i bir amacı/ülküsü olan markaları satın alacaklarını söylüyor ancak gerçekte %26'sı bu "taahhüdünü" yerine getiriyor. Thomas insanların aslında bu "dünyayı kurtaran" mesajlarına inanmadığını, vaat ne kadar uçarsa inancın o denli zayıfladığının altını çiziyor.Bir yandan herkes kendini geliştirmek peşinde ama değişmek zor geliyor. Thomas bir markanın amacının tek başına insanları eyleme geçmesine yardımcı olmadığını söylüyor. O yüzden markalar insanların potansiyellerine erişmeleri için onları nasıl yüreklendireceklerinin bir yolunu bulmalılar diyor. O yüzden markalar "neden" sorusuyla değil "insanların "kim" olmalarına yardım edebilirim" demelerini salık veriyor.Önerdiği "ok" modelini psikoterapi ve koçluk disiplininden esinlenmiş, çünkü ikisi de davranış değişikliğine odaklanıyorlar.Carlsberg'den Mars ve Venüs'e uzanan sohbetimizde epey eğlendik. Umarım siz de keyif alır "amaç"a bu taze bakış açısından faydalanırsınız.Thomas Kolster'in web sitesi ve bloguhttps://thomaskolster.com/Thomas Kolster'ın Linkedin profilihttps://www.linkedin.com/in/thomaskolster/

My special guest in this episode is Thomas Kolster, a marketing activist & advisor, an international speaker and author of Goodvertising (2012) and The Hero Trap (2020).When he wrote his first book Goodvertising, sustainability and purpose was emerging in advertising and marketing communication. Simon Sinek's "start with why" inspired many marketers around the world. Since then Thomas believes purpose has evolved. According to BBMG & GlobalScan research 65% of people say they want to buy from purposeful brands but only 26% actually buy them. He's underlining that consumers don't "buy" the world-bettering claims, further it goes, so do the disblief.Meanwhile we are all after self development yet change is difficult. He claims that the purpose of a brand doesn't help one to move from intention to action. Brands should discover the ways to empower their consumers to achieve their potentials. That's why Thomas recommends to start with "Who", "Who can you help people become?"He introduces his model "arrow" inspired by psychoterapy and coaching because those two disciplines moves people from intention to action.We had a very nice chat from Carlsberg to Mars & Venus full of laughter. I hope you'll enjoy it and benefit from his very fresh look at "purpose".Thomas Kolster's web site and bloghttps://thomaskolster.com/Thomas Kolster's Linkedin profilehttps://www.linkedin.com/in/thomaskolster/

“Der er to måder at se reklame på, det er dels et spejl af samfundet - og så påvirker det samfundet.”Hvis der er noget, som påvirker den verden vi lever i, så er det reklamebranchen. Det, at kunne trænge igennem den kakafoni af støj, der idag fylder verden er jo nærmest en kunstart og samtidig et ekstremt værdifuldt marked med ubegribelige summer på spil. Men når først man behersker den kunstart at kunne markedsføre produkter, så kan der med tiden opstå et behov for at markedsføringen bliver mere substantiel og indholdsrig. For tænk, hvis vi kunne markedsføre gode gerninger og større formål lige så effektivt som fx. En Chanel-taske? Det er i sin essens nogle af de erkendelser, som dagens gæst i Lægens ord, forfatter og markedsføringsekspert Thomas Kolster har gjort sig i løbet af sin rejse fra toppen af reklamebranchen og ind i den form for markedsføring, som både har et større formål, men som også bliver forankret i en meningsfyldt hverdag. Han er aktuel med bogen The Hero Trap, der beskriver hvordan virksomheder i dag er nødt til at redefinere de ting, der giver mening langt mere end de ting, som vi placerer højt på en piedestal. Derudover indeholder samtalen flg. emner: - Hvordan har begrebet bæredygtighed udviklet sig gennnem det sidste årti og hvad har vi lært?- Hvordan var rejsen fra toppen af reklamebranchen til at komme ud på den anden side med en erkendelse af, at der er behov for at reklamere med en større ansvarlighed? - Hvordan ser fremtidens reklamebranche ud? - Hvorfor er de to fyringer, Thomas har oplevet, noget af det bedste, der er sket i hans liv? - Hvordan har Corona-krisen redefineret såvel reklamebranchen som ledelsesbegrebet? Læs mere om Thomas her: https://thomaskolster.com/Vært: Imran RashidGæst: Thomas KolsterMix: Imran RashidMusik: Kasper Holm Larsen

Brands trying to heroes (in the archetypal sense of the word) are making a mistake. In a recent article in Adweek, Thomas Kolster, the author of 2012 book Goodvertising says he has changed his mind. In his new book, The Hero Trap, he explores how brands try to become heroes—and unwittingly (or knowingly) end up being selfish in the process.Customers should be the heroes, not brands, in my opinion. Tomorrow we'll explore examples of successful brands whose archetypes are not the hero. See acast.com/privacy for privacy and opt-out information.

Join our fully interactive Q&A sessions hosted by a different business expert every day. Pick up valuable tips and advice and discover practical positive steps you can take in the weeks ahead. You ask all the questions — add yours in the comments section of YouTube or Facebook or use the #QBATE hashtag on Twitter. Thomas Kolster is a marketing activist on a mission to make business put people and planet first. As a seasoned branding and sustainability professional of more than 18 years' standing, he's advised everything from Fortune 500 to small start-ups. He's a globally experienced keynote speaker, author of two books Goodvertising (Thames & Hudson, 2012) and The Hero Trap (Routledge, 2020) and a columnist for Adweek and several other publications. Thomas's belief is simple: change begins with you! #QuickBooks The world's largest workforce works for themselves. We work for them by providing smarter business tools. QuickBooks is always backing you. https://quickbooks.intuit.com/uk/ Subscribe to our YouTube channel: https://bit.ly/2ycNB3g Follow us on Facebook: https://www.facebook.com/QuickBooksUK/ Follow us on Twitter: https://twitter.com/QuickBooksUK Follow us on Instagram: https://www.instagram.com/quickbooksuk/

Kristina May Pries tager i dette afsnit lytteren med på Thomas Kolsters lange og inspirerende rejse, fra København til Cape Town og tilbage igen. Thomas Kolster er kreativ direktør hos Goodvertising Agency, marketingsaktivist og –rådgiver, foredragsholder og forfatter. Men han er først og fremmest en mand på en mission og med en klar vision.

Hoe voorkom je dat jouw duurzame onderneming wordt beschuldigd van ‘greenwashing’. Duurzaam ondernemen is niet uniek. Maar oprechtheid wel. Tijdens de Week van de Circulaire Economie gaan we in op de veranderende wereld en de impact op verschillende bedrijfsonderdelen. Zo ook de die van de marketeers. Welke skillset heb je nodig om het verhaal juist te vertellen? Onder andere de internationaal bekende Thomas Kolster vertelt hoe je purpose-washing kunt voorkomen. Luister je mee?

This week we chat with Thomas Kolster, author of the book Goodvertising. Thomas shares some insights about the world of Goodvertising and some insights from his time on the Jury at the Cannes Lions Sustainable Development Goals Lions. You can read more about Thomas at thomaskolster.com and you can also watch the Cannes Lions winning Carbon Limit Credit Card case study mentioned in the podcast here - https://vimeo.com/357866773/edd5427810

In this episode of The School For Humanity, we chat about how Goodvertising started as an idea, turned into a book and then turned into a movement with the aim of inspiring the world to spark new and better solutions.  Mr. Goodvertising himself shares how this company is setting out to prove that doing good for people and planet is good for the brand and bottom line. Thomas Kolster explains how it can be that simple as there is definitely a fundamental shift happening in business right now.  Ready for some inspiration? Definitely an episode to dive into! - - - - - For more information on Goodvertising, visit: https://goodvertising.site

In this episode of The School For Humanity, we chat about how Goodvertising started as an idea, turned into a book and then turned into a movement with the aim of inspiring the world to spark new and better solutions.  Mr. Goodvertising himself shares how this company is setting out to prove that doing good for people and planet is good for the brand and bottom line. Thomas Kolster explains how it can be that simple as there is definitely a fundamental shift happening in business right now.  Ready for some inspiration? Definitely an episode to dive into! - - - - - For more information on Goodvertising, visit: https://goodvertising.site

I denne episode kan du møde Thomas Kolster. Den er optaget i Cape Town for et par måneder siden mens byen oplevede den største vandkrise i mands minde og helt tilfældigt var Thomas og jeg i byen på samme tid. Det var netop her i Cape Town, at han skrev bogen Goodvertising. En bog, der blev så stor en succes, at han siden 2011 har været Key Note Speaker ved omkring 100 events verden over. Derfor oplagt at stikke hovederne sammen i netop den by, der på mange måder var startskudet for min rejsetilværelse. Og Thomas var en stor katalysator til at jeg netop tog til Cape Town for fem år siden. Du kan se meget mere om hvad han laver og står for på thomaskolster.com

In this episode Thomas Kolster, also known as Mr. Goodvertising, joins us in the studio to talk about sustainability when working with marketing and advertising. We discuss topics such as sustainable brands, overconsumption, responsibility when working with advertising and how you can actually make a difference in this industry. Thomas Kolster is one of the early pioneers in the do-good space coining the term Goodvertising to describe the changing advertising landscape that’s become a growing movement in itself. He’s a globally-recognized keynote speaker and his book Goodvertising is the most comprehensive book to date exploring communication for good. We promise you this is an episode you don't want to miss!Host: Debora ZanetteCo-Host: Jonathan KevinRead more about Thomas Kolster and Goodvertising at http://thomaskolster.com/. Thank you to Beppo studios for making this recording possible!Remember to follow HyperTalks on Instagram, Facebook, and your Podcast app. See acast.com/privacy for privacy and opt-out information.

In this episode myself and Thomas talk about how you can use creativity to do good in the world, and we also discuss many of the challenges that face creatives whose aspiration is to do good. We also discuss how to create lasting change in people.

Huffington Post har udnævnt ham til “Inspirational Leader”, og en stor del af sin tid bruger han som keynote speaker på scener verden over - og så er han i øvrigt bedøvende ligeglad med din virksomheds purpose. Reklamebranchens globale bæredygtighedsfortaler og forfatter til bogen Goodvertising, Thomas Kolster, har besøgt Bæredygtig Business, og det blev så absolut til 40 inspirerende minutter. Lyt med og find ud af, hvordan du håndterer en generation, der hellere vil købe selvrealisering end produkter, og hvorfor det ikke altid er nok at starte med “The Why?”. Du kan i øvrigt blive meget klogere på hele Thomas Kolsters projekt og købe bogen Goodvertising på goodvertising.site Episode 12: Gæst - Thomas Kolster, Vært og tilrettelægger - Steffen Max Høgh,

Today we have Thomas Kolster, AKA Mr. Goodvertising on Champions of Change with Lindsay Christianson. Thomas is a man on a mission. He one of the early pioneers in the do-good space coining the term Goodvertising to describe the changing advertising landscape that’s become a movement in itself.As a seasoned advertising professional counting more than 16 years he’s a vocal voice for advertising and brands as a force for good and his book “Goodvertising” is the most comprehensive book to date exploring communication for good.He’s a globally experienced keynote speaker featured at events like SXSW, Eurobest, D&AD, Epica, ad:tech & Sustainable Brands, a columnist for the Guardian and several other publications and a regular judge at international award shows.As a passionate entrepreneur and change-agent he’s launched impact platforms like Cph:Change and Wheregoodgrows.com. The Huffington Post has dubbed him “Inspirational Leader”. Check our Thomas's Great work here www.thomaskolster.com   www.goodvertising.info Check out his Book here and pick up some copies. https://www.amazon.com/Goodvertising-Creative-Advertising-That-Cares/dp/050051626Xwww.plasticoffsets.com

We're thrilled to share some terrific LIVE conversations we had with 6 Disruptors: Jon Bond of Tomorro, Abigail Posner of Google, Thomas Kolster, writer of Goodvertising, Professor Anthony Kalamut of Seneca College, Glisten McCrary of UTA and Shelley Zalis of The Girl's Lounge. Listen in as we unpack everything from AI to VR to Storytelling_2.0 and every buzzword in between. Credits Host - Rob Schwartz  Executive Producer - Dan Bradbury Audio Engineer/Sound Design - Corey Bauman

Den digitale nomade er nået til Calgary i Canada, men dagens afsnit skal ikke handle om mig, men om Thomas Kolster. Hvis du ikke kender Thomas Kolster endnu, så er det på tide du lærer ham at kende. For Thomas har en mission. En mission om at forandre reklameverdenen og få virksomheder til at tage mere ansvar. Thomas bliver kaldt Mr Goodvertising, et reklameord ja, men som beskriver at reklame godt kan være positivt, og være med til at gøre noget godt i verdenen. Thomas rejser rundt i hele verden for at holde foredrag, om hvordan virksomheder bla kan tage mere ansvar og være mere bæredygtige. Han har rejst i over 150 lande, og udgivet en bog 'Mr Goodvertising' om netop dette emne. Lige nu skriver han på sin anden bog. Thomas fortæller, hvad han laver, hvor han får sin inspiration fra, hvordan janteloven må pakkes langt ned i rygsækken og en hvis position vanvid, er nødvendigt for at kunne klare sig internationalt. Huffington post har kaldt ham inspirerende leder, og det kan jeg virkelig godt forstå efter at have interviewet ham. Han giver også bud på hvad du kan gøre, for selv at komme i gang med at holde foredrag. Thomas Kolster er heller ikke bange for at fortælle om bagsiden af medaljen, ved at rejse så meget, hvilke gør ham til et super autentisk menneske. Lyt med og lad dig inspirere af en location independent, som virkelig har noget på hjertet. Du kan finde meget mere om ham her. Kærligst Mille Som altid del gerne podcasten, med dine venner eller smid en 10 krone i kassen. Tak for det.