Dr. Abas MirzaeiWoke Bandwagoning Effect: Brands’ Need for LegitimacyIn tackling social issues, some brands take a patient approach while others adopt an impatient approach that is built on current and trendy…Apr 20, 2023Apr 20, 2023
Dr. Abas MirzaeiWoke Backflip? Five reasons brands responded differently to Roe vs WadeIn the past few years, and in particular since 2020, after the death of George Floyd, brands showed signs of wokeness by taking a stand on…Jul 11, 2022Jul 11, 2022
Dr. Abas MirzaeiThe danger of cute, woke branding movesTurning the M in your brand logo upside-down so it resembles a W to celebrate International Women’s Day is a cute, attention-grabbing move…May 19, 2022May 19, 2022
Dr. Abas MirzaeiBrand Building For Start-ups: The Triangle RuleStart-ups by nature are heavily focused on developing and implementing their business ideas and getting the business off the ground. This…Mar 25, 20221Mar 25, 20221
Dr. Abas MirzaeiGiving a voice to underrepresented; What is your brand visionBrands often engage and respond to society’s calls to become an agent of change and make a social impact. With a legitimacy-seeking…Mar 23, 2022Mar 23, 2022
Dr. Abas MirzaeiBrands Response to Ukraine Invasion: Passive vs Proactive PurposefulnessLike hurricane Katrina turned a brand like Walmart into a purposeful organisation, over the past decade, and in particular during the past…Mar 23, 2022Mar 23, 2022
Dr. Abas MirzaeiIs woke brand activism taking a back seat?Corporates that supported the BLM movement following George Floyd’s death will likely argue that their outrage contributed to the guilty…Apr 23, 2021Apr 23, 2021
Dr. Abas Mirzaei‘Brand public’ starts beating the drum: Cancel culture and the role of brands in the societyIn the months following the wave of social movements such as #BLM, a new trend has emerged where the public is increasingly gravitating…Oct 23, 2020Oct 23, 2020
Dr. Abas MirzaeiBrands are getting ‘woke’ again and show support for #Black Lives Matter movementSignalling they are ‘woke’ (awake to important social issues, discrimination and injustice), the corporate world is taking a proactive…Jun 9, 2020Jun 9, 2020
Dr. Abas MirzaeiAre You Woking?!! Why Brands Are So Obsessed With Woke AdvertisingThe embrace of progressive causes by historically conservative corporations has generated heated debate. But, whatever the collateral…Sep 3, 20191Sep 3, 20191
