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…4 min read·Apr 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…4 min read·Jul 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…5 min read·May 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…4 min read·Mar 25, 2022--1--1
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…4 min read·Mar 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…4 min read·Mar 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…3 min read·Apr 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…4 min read·Oct 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…4 min read·Jun 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…7 min read·Sep 3, 2019--1--1