Thomas Kolster expressed this concept because he did not accept the saying that “Advertisement is advertisement, it is good or bad”. Emphasizing the importance of the brand’s meaningful and good communication with its customers, Kolster always emphasizes the importance of brands creating stories that can solve the problems of the society, not just by creating desire, as it used to be.

As the perception of Goodvertising has grown recently, famous brands have started to produce creative and original results, of course, is it because they feel responsible for the problems of the society, or does the society directly impose this responsibility on the brand, you interpret this part.