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The Hero Trap: How Great Brands Win by Putting People in Charge of Their Own Meaning and Happiness

Thomas Kolster (Author & Marketing Activist; Goodvertising)

Author and marketing activist Thomas Kolster has a simple and powerful thesis at the core of his new book – brands would be wise to stop putting themselves first when working on a purpose. Instead, they could focus on making their customers the heroes by designing win-win business models and campaigns. Watch this talk for more granular argumentation, as well as thought-provoking ideas on how to make customers the heroes.

SB19DET-E080

SB'19 Detroit Keynote / Thomas Kolster - Author & Marketing Activist, Goodvertising
SB'19 Detroit Keynote / Thomas Kolster - Author & Marketing Activist, Goodvertising
Video (19m 36s)

Thomas Kolster
Founder & Creative Director
Goodvertising Agency

Thomas Kolster is a man on a mission — one of the early pioneers in the do-good space, coining the term "Goodvertising" to describe the changing impact-advertising landscape that’s become a movement in itself.

Detroit, MI USA Brands Taking Stands Consumer Insights Consumer Products
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