Everand Logo

Welcome to Everand!

  • Discover millions of ebooks, audiobooks, and so much more with a free trial

    Only $11.99/month after trial. Cancel anytime.

    Woke Brand: From Selling Products to Fixing Society's Deep Issues
    Woke Brand: From Selling Products to Fixing Society's Deep Issues
    Woke Brand: From Selling Products to Fixing Society's Deep Issues
    Ebook184 pages3 hours

    Woke Brand: From Selling Products to Fixing Society's Deep Issues

    By Dr Abas Mirzaei

    ()

    Read preview

    About this ebook

    Abas Mirzaei, a faculty assistant professor in branding at Macquarie Business School, observes that woke branding has become the new wave that brands can no longer avoid. Avoid going woke, and your brand risks irrelevancy, especially with younger consumers. Go woke, and you’re likely to experience a backlash.
    Until relatively recently, people wanted to buy high-quality cameras, reliable cars, and durable shoes and active wear. Today, however, many people want to buy a camera (to capture scenes of social injustice), shoes (that weren’t made using child labor), and cars (that emit minimal carbon and are safe for the environment). Likewise, we purchase “animal-friendly” vegan handbags that are not associated with animal cruelty and use ride-sharing services that promise not to exploit drivers.
    In getting woke, fighting discrimination, and questioning the status quo, there are questions to address, steps to follow and considerations to take note of. This book unpacks the dynamics of woke branding, identifies its ingredients, and offers a roadmap for those wanting to walk into the uncertain world of wokeness. This book is neither a pro-woke nor an anti-woke polemic. Instead, with the appropriate critical distance, it presents a range of different views about wokeness: from woke authenticity, to cute wokeness, to woke sacrifice, and woke execution ingredients.
    So, if you’re weighing the risks of engaging in “woke” moves and aren’t sure how consumers will respond, then this book is for you.

    LanguageEnglish
    PublisherArchway Publishing
    Release dateFeb 16, 2023
    ISBN9781665735896
    Woke Brand: From Selling Products to Fixing Society's Deep Issues
    Author

    Dr Abas Mirzaei

    Abas Mirzaei holds a PhD in marketing and is an assistant professor (Senior Lecturer) at Macquarie Business School. His area of expertise is branding, woke marketing, and brand activism. His work has been published in academic journals. His work on ‘woke’ branding has appeared in several media outlets such as The Conversation, Inside Retail, Inside FMCG, SBS, NITV, ABC News, BBC Radio, SMH, Marketing Magazine, Mumbrella, AdNews, Medium, and many others. Abas is the winner of the Emerald Literati Award: Outstanding Paper, European Journal of Marketing, 2022.

    Related to Woke Brand

    Related ebooks

    Business For You

    View More
    View More

    Related podcast episodes

    Related articles

    • Article

      How Social Media Encourages Consumption

      May 1, 2020

      When it comes to making decisions about saving money for the future, many of us are ‘grasping at straws’. Why is that? Figuring out how much to save for the future is no easy task — and the fact that many of us will now live to be 100 makes it even h

      6 min read

    • Article

      Perception Is Reality

      Mar 24, 2019

      Perception Is Reality
      7 min read

    • Article

      Your Structured Approach To Brand Management Is Killing You

      Feb 11, 2018

      For many years now, academics and agencies have been developing scientific models to measure the strength of the brands we build. This is based on the prevailing wisdom that a good brand is one that grows in equity over time. The result is a (very re

      4 min read

    • Article

      New Breed of Buyers

      Oct 29, 2020

      Luxury — just like the internet — is a truly global phenomenon. Its sellers are global. Its buyers are global. Even the aspirants are truly global. Luxury goods are often bought by buyers outside their home countries because shopping is such an inali

      2 min read

    • Article

      If You Give A Shit, Show It

      Mar 27, 2017

      If You Give A Shit, Show It
      4 min read

    • Article

      Buying Power

      Aug 25, 2021

      Buying Power
      6 min read

    • Article

      Sell Your Services, Not Your Soul

      Jul 11, 2019

      As Shakespearean scholar Harold Bloom argued, “Before Shakespeare there was characterisation; after Shakespeare, there were characters, men and women capable of change, with highly individual personalities.” Centuries later, characterisation – men an

      4 min read

    • Article

      Q&A

      May 1, 2017

      You have found that people don’t always have well-defined preferences—and that we often ‘make up the rules’ for a decision on the spot. Describe how this works. When people make choices, they don’t simply refer to a ‘master list’ of preferences in th

      6 min read

    • Article

      Q&A

      Sep 1, 2023

      What is the Future Normal? Will we like it there? When people talk about the future, it is often tinged with the fear that everything could go wrong. With this book, my co-author Henry Coutinho-Mason and I wanted to present an alternative perspective

      8 min read

    • Article

      Parlez-vous Woke?

      Oct 3, 2021

      THE WORD “WOKE” has been weaponised. Look at almost any headline on the matter and you’ll find it used as an insult, another sign that this country has lost its live-and-let-live mentality and is headed straight for the dogs. And the targets are indi

      8 min read

    • Article

      FCK: Drop The Mask And Cash In

      Apr 8, 2018

      Authenticity is one of the most over-utilised terms in marketing these days. Both brand managers and their agencies have emphatically shared different research pieces about how much customers value authentic brands. Yet few have actually dropped thei

      4 min read

    • Article

      Sexual Healing

      Aug 19, 2021

      Sexual Healing
      7 min read

    • Article

      Moral Advertising Of The Self

      Oct 30, 2017

      There’s the old saying from Shakespeare’s Hamlet, “The lady doth protest too much, methinks.” It refers to someone who speaks too much about a given subject or point of view; it’s often suspected, and rightly so, that when one speaks too much that th

      1 min read

    • Article

      ‘They Mix Social Media Branding With The Deep Pull Of Religion’: SoulCycle, OneTaste, And The Cult Of Wellness

      Apr 7, 2021

      If someone tells you they’re going to change your life, you listen, right? This is the promise made to consumers across the wellness industry: that whatever they’re selling will better you in one way or another, whether it’s a spinning class or a new

      7 min read

    • Article

      Why We Continue To Ignore The Elephant In The Room

      Oct 7, 2020

      IN 1994, I wrote an article in which I stated that “the ‘eggshell issues’ of racial discrimination, bias, prejudice and stereotyping – until now far too sensitive to discuss openly – needed to become the subject of continuous debate at all levels of

      4 min read

    • Article

      Branding for Good

      Sep 11, 2020

      Branding for Good
      3 min read

    Related categories

    Reviews for Woke Brand

    0 ratings

    0 ratings0 reviews

    What did you think?

    Tap to rate

    Review must be at least 10 words

      Book preview

      Woke Brand - Dr Abas Mirzaei

      cbook_preview_excerpt.htmlZr8fŠHzY]9$K~vI"HLg#f1lgVO/s.@&3YT< hn} vYuRǧg۠:6=R/W/ګV2` +S7^:t/TW٨?Foܨ>Rme_|ۨhgjt[bLm.xcCcJ㇮gʺK떪| 3ZP?;=6[zb^5+]iv;m:خ3N&46F=Ve>p<,t4\0lj |+*}i'8*(+kqkPTk~^XQLs |bWfxsS{`eLݽQOϏφ/WHsأ7X3./.={t<OQrtc tׇLpftY" "4j*uQihB.6½FEeΫcM`$mvϋV>=LmT7x跚d/N9S`KY0de:>o3a&[w)goEmE ع-܆0fniokX״A -S`:s7Qk|i}Q]0~$e[}캢#WoFyn] ߼y=< YpXبOy k˽}CW Z*ƽO@< n7:>?~xwE*k৻[<xݕ=&}N+GD {<^5F[[(h`]k2hY6>{ OXhA"gBR3{ x_b_>/? mJ6DJGDP{"s- /hj}#UmOVEj1e^4y d_>X?8Dx2K" 02믤uWz;nn1鄨 K@&!qGpuQ50 ΀M0mCq:zvW/Lsuߋó\@Ě_sjwu||wzci|AoYv\ofC!Zk2Ș(ψO){A#k>lP(@#_ڼƿ^@3o]~]2_>R iYX$ Kz߅n%(#7Rc4>!ɧ?*t`%(l]Z}8B4C|@H\p`6B۵TYPtB޼x 9ʹ^N$NDg*E ́Cz@cHġpl:VOjc*n E \sи 8^H #O'գLautȥ@@}4zM׶RɎޑ 2u x@.Gq Rjo!R!U'B_ .E5 ܬF;a}DF<> ĭ-8auqMh(G6?r&'PB!7.>C MrlNsR8 hHL&.{79u͸幩 4MڮT.$CG"S@gOno0ˑz:|R/^1Mܭk25,/ݏ`4 <Z)8 @_1D*v-o'OJ'}4"Mj5_Bxlk j3 X%NLKiG|X"d5!?ba-$GԃZ3jt )lQ=(5GhB"$H+-40OcZ Ux @᝗;ҹ Ph @LYFͳk՚ aF{ A湮eΊrQ$AcPp`$Qff[`F ;ц9fbb[_L^2rMffAVdBcg@}& =Ʀd_О!ҥ&$M Rz#Rp8ݺpbF-I&]P!v ]`9Nϴi3Pt82JfH$Il!L-H-Ԅo)n$&cĭ4J%'Z~N&v"?Q0pcs@μ3C4VtV:WY?-ROV+ϱ6_LYȏH`(޼hK`fVYٙV~-|v~DnV8(َ)(k+"7O 0f|ޭЈcm;cb7?"z{ٌ,PZjϡ؎\)Co Ңi$f㟢tNg#^EΔ c<;sß$eK}8$[#o0&cZ(|4Ky6r9sd$#([Fsf`I@?GS?'3Jd͚z ZԒ闯 M)x גBl}ghvv۹ t,[g 2oOMNs+`?@p[Fe3/fQu<>=>7 ߅̓=LJ~wl7j p[4h}Z^Fb,'(
      Enjoying the preview?
      Page 1 of 1