71: Meet Thomas Kolster the brand purpose expert who thinks Patagonia is full of sh*t

This week we’ve got our longship out of dry dock and nipped North to Nyhavn to snare Danish marketing activist and author, Thomas Kolster. Hell-bent on making businesses put people and the planet first, Thomas is a branding and sustainability professional, the founder of the global Goodvertising movement, and the author of two books, Goodvertising and The Hero Trap.He talks to us about joining the industry with dreams of helicopters and Ogilvy’s Chateau, frustration, getting brand purpose all wrong, the problem when megalomanic brands try to do good, Simon Sinek’s self-glorifying exercises, dinosaurs, what he really thinks of Patagonia, consuming Carlsberg and playing Lego (simultaneously, of course), where to get an evasive cheap pint in Copenhagen and bucket loads more. /////Follow Thomas on Twitter and LinkedIn Here’s his website Check out his books:The Hero Trap GoodvertisingAnd if you’re gasping for a pint in Copenhagen, but don’t fancy paying through the nose for it, Thomas recommends Det Lille Øresund, Oehlenschlægersgade 41, 1663, Copenhagen.Thomas’s book recommendation is:  Spørge-Jørgen by Kamme Laurents and Robert Storm Petersen   /////