1589400Woke Brandhttps://www.gandhi.com.mx/woke-brand/phttps://gandhi.vtexassets.com/arquivos/ids/802149/82e0a8fc-f2c2-4623-b78e-c598db8e69b8.jpg?v=638336280601630000147164MXNArchway PublishingInStock/Ebooks/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 youre 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 werent 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 youre weighing the risks of engaging in woke moves and arent sure how consumers will respond, then this book is for you....1568489Woke Brand147164https://www.gandhi.com.mx/woke-brand/phttps://gandhi.vtexassets.com/arquivos/ids/802149/82e0a8fc-f2c2-4623-b78e-c598db8e69b8.jpg?v=638336280601630000InStockMXN99999DIEbook20239781665735896_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_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 youre 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 werent 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 youre weighing the risks of engaging in woke moves and arent sure how consumers will respond, then this book is for you....9781665735896_Archway Publishinglibro_electonico_654a7f95-9296-346b-bdb6-1b65d5fc988a_9781665735896;9781665735896_9781665735896Dr AbasInglésMéxicohttps://getbook.kobo.com/koboid-prod-public/ingram52-epub-7a4d5f35-3df8-4144-b71e-3a4e197cf8dc.epub2023-02-16T00:00:00+00:00Archway Publishing