Brands trying to heroes (in the archetypal sense of the word) are making a mistake. In a recent article in Adweek, Thomas Kolster, the author of 2012 book Goodvertising says he has changed his mind. In his new book, The Hero Trap, he explores how brands try to become heroes—and unwittingly (or knowingly) end up being selfish in the process.

Customers should be the heroes, not brands, in my opinion. Tomorrow we'll explore examples of successful brands whose archetypes are not the hero.

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