Thomas Kolster, the author of Goodvertising, knows a thing or two about brand purpose. Despite being one of its biggest advocates, however, he has come to the conclusion that purpose is a dying strategy. Here he tells us why.
When brands anxiously put on the purpose halo, it’s oftentimes too good to be true. The recent IPA research on the effectiveness of purposeful commercials is to dangle a desperate carrot in front of marketeers – saying ‘it pays to care’. There’s a lot of pointing fingers at purpose. Brands are faced with a communication crisis, but it’s of Read full story ›
Source: The Drum