About the session

This event was a webinar where Thomas Kolster, a seasoned branding and sustainability professional and author, discussed the concept of transformative brands and the shift away from purpose-led branding to a more transformative approach. He emphasized the importance of brands playing a transformative role in people's lives rather than positioning themselves as the hero or activist. He also highlighted the need for brands to become more customer-centric and to help consumers achieve their goals.

Key speakers

- Thomas Kolster, Branding and Sustainability Professional, Founder of the global Good advertising movement, Author of two books, Good Advertising and The Hero Trap

- Mary Gilbert - Host

Agenda

The webinar focused on exploring the concept of transformative brands, the shift from purpose-led branding, the role of small businesses in driving change, and the importance of brands playing a transformative role in consumers' lives.

Takeaways

Takeaway 1: Brands should strive to be transformative, not just purposeful

The webinar highlighted the importance of brands striving to be transformative, not just purposeful. This involves making a significant difference in people's lives, rather than just promoting a cause or a mission. This transformational approach can improve the authenticity of a brand and its impact on the world.

“Purpose is a bit like Pokémon. Everybody is searching for it, but nobody really knows why,” said Thomas Kolster. He suggested that brands should aim to inspire people to take action and focus on how they can help customers become the 'heroes' of their own lives. “The only one who can create change in your own life is you. That's why I started this tongue-in-cheek image of Jesus in the beginning because I really do think that we need to take a fundamentally different look at purpose and how we inspire and create change.”

By avoiding the temptation to portray themselves as the heroes, brands can instead support customers on their journey to change. This approach could lead to a more authentic connection between brands and consumers, leading to stronger brand loyalty and more effective marketing strategies.

Takeaway 2: Brands need to focus on transformative experiences

The discussion emphasized the need for brands to focus on creating transformative experiences for their customers. This involves providing services and products that truly make a difference in people's lives, rather than just promoting a cause or mission.

“Transformative brands actually look as for the example from United Colors, a bit of Tom actually try and go in there and talk about biases and stereotypes, but not put on the hero cape in the same way,” said Kolster. He added that small businesses have the flexibility to be more playful and innovative in this regard.

Kolster also suggested that brands should take inspiration from successful transformative brands such as Nike and Apple, which have harnessed this approach to build strong connections with their customers.

Takeaway 3: The role of small businesses in driving change

The role of small businesses in driving environmental and social change was also highlighted. While larger corporations often dominate discussions around sustainability and social impact, small businesses have a significant role to play in driving innovation and change.

“Small businesses are definitely driving a lot of this stuff and pushing out of the big ones to move faster, but also to adopt” argued Kolster. He added that small businesses can be more experimental and playful in their approach to sustainability and social impact, and can often bring about new and innovative consumption patterns.

Kolster also mentioned the importance of taking a customer-centric approach, rather than focusing solely on the brand. He suggested that small businesses can achieve this by focusing on how they can help their customers become the 'heroes' of their own lives, and by offering products and services that genuinely make a difference.

Insights surfaced

• Transformative brands focus on helping consumers achieve their goals rather than positioning themselves as the hero or activist.

• Brands need to become more customer-centric and help consumers achieve their goals.

• Small businesses play a crucial role in driving change and pushing bigger brands to move faster and adopt more sustainable practices.

• Brands can inspire and drive change by offering services and experiences that help consumers live more sustainably.

• The pandemic has led to a shift in consumer behavior, with people seeking more authentic and transformative experiences from brands.

Key quotes

• "If you want to create change, the only one who can create change in your own life is you."

• "I think a lot of us are on this transformative journey where we ask ourselves a lot of questions. This is a real opportunity for brands to play a meaningful role in people's lives."

• "I think a lot of us are on this transformative journey where we ask ourselves a lot of questions."

• "The best leaders I have had in my life have been those who have helped me achieve great stuff."

• "We need to think about how we can redefine growth towards human betterment."

• "I think a lot of us are on this transformative journey where we ask ourselves a lot of questions. This is a real opportunity for brands to play a meaningful role in people's lives."

About Thomas Kolster 

Thomas Kolster is a marketing activist on a mission to make business put people and the 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!

Use the code “CMO” at checkout for 25% off Thomas’s Masterclass