About Thomas Kolster
Thomas 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.
He has advised numerous Fortune 500 companies, Startups, Government Agencies, and NGOs. He is an internationally recognised keynote speaker who’s appeared at events like TEDx, SXSW, D&AD, and Sustainable Brands. His work has been published at outlets such as Guardian, Adweek, The Drum among others. He also serves as a Jury Member at International Award Shows such as the Cannes Lions and D&AD.
Thomas is also the author of two books, Goodvertising and, most recently, The Hero Trap.
Listen to the Episode
This Episode is also available on: Apple Podcasts | Google Podcasts | Anchor.FM
Selected Links and Show Notes
Selected Links
- Connect with Thomas
- Goodvertising Agency
- The Hero Trap
- Goodvertising
- Ogilvy on Advertising
- Climate Summit at Coopenhagen
- Anita Roddick
- Ben and Jerry’s Sustainability Initiative
- Sustainability in Denmark
- Mark Pritchard, Chief Brand Officer of Proctor and Gamble
- Simon Sinek
- The Wheel of Transformability by Thomas Kolster
- Patagonia’s Anti-Black Friday Campaign
- DriveNow
- NikeID Program
- Dave Haakens
- Starbucks
- Micro-Franchises
- Blinkist
- Blue Ocean Strategy
- Respect Your Universe (Sports Retailer)
- Nike+
- Nike Fuel Band
- Nelson Mandela
- Bill Burr
- Emmanuel Faber (Former CEO, Danone)
- Sufficiency Economy in Thailand
- Patagonia’s Vote the Assholes Out campaign
- Nike’s Believe in Something campaign
Show Notes
Discovering the world of Marketing and Advertising [01:40]
The Event that changed the direction of Thomas’ Career [03:41]
Key Challenges in building Sustainability for Brands [09:24]
How do Monolithic Brands get ready for Change? [14:44]
Why Brands should care more about “Me” and do more “Unmass” Marketing [20:14]
Putting the Marketing Mix in the hands of the Consumer [30:57]
Applying the LEGO brick idea to a Mobile Phone [36:49]
Redesigning the Marketing Department of the Future [43:20]
Change in Leadership Style needed for Unmarketing [51:10]
Why Sustainability has a Storytelling Problem [57:04]
Adding a New Layer of Marketing to Brands [01:06:30]
Thomas’ Favourite Books [01:11:20]
Three pieces of advice Thomas would give his Younger self [01:12:15]
The Four Guests Thomas would invite for a Dream Dinner [01:14:46]
Thomas’ definition of the word ‘Successful’ [01:18:02]
The advice Thomas would give an 18 year old studying at University today [01:20:03]
What is that something that Thomas believes in that nobody agrees with him on? [01:22:54]
The best piece of advice Thomas has received [01:25:28]
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