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Opinie door Thomas Kolster: Een purpose etiket plakken is niet genoeg voor een merk

Thomas Kolster, founder The Goodvertising Agency
Thomas Kolster

'Purpose'-pionier Thomas Kolster legt uit waarom transformatieve merken het beter doen.

Is het niet boeiend om te zien hoeveel merken de afgelopen 10 jaar plots een purpose hebben gevonden alsof ze het uit hun hoge hoed tevoorschijn hebben getoverd? En die trend lijkt samen te vallen met de toenemende verwachtingen van de consument ten opzichte van merken. En geloof me, ik heb al merken zien slalommen.

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