Does a Cool Brand Need a Social Purpose?

Does a Cool Brand Need a Social Purpose?

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Justin met Anouk Pappers and Maarten Schäfer of CoolBrands at the Cristal Ad Festival in Courcheval last year. Their presentation was about storytelling, so he caught-up with them recently to hear about their own tale as part of a new book collaboration he’s working on with the folks at Like Minds. The CoolBrands team discussed their completely different approach to work and life, what ‘purpose’ means to them, and the need for brands to find one that goes beyond profit. We’ve included some quotes below to give you a flavour of what was discussed, but you can read the full interview over at Like Minds and also follow our ongoing series of interviews on BOBCM:

You cannot just make profit as a company. You must also have a purpose. So we thought why don’t we find the stories of brands with a purpose, and create branded content for them that doesn’t just try and help them sell more, but also has a meaningful component.

Firstly, it’s about inspiring brands and people to find a purpose. But it’s also about sharing even the little things brands do, as this might inspire others to do something similar given nobody is 100 percent sustainable yet.

Actually why we do what we do is because we want to grow in life, and on a continuous basis that helps us grow our comfort zone. One of my personal goals is to be able to go anywhere in the world with my hands in my pockets and feel it’s like home.

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