I started to hear a lot of TV and radio shows talking about “this is woke,” “that is soo woke” and “just another woke idea”. It got me thinking – what is woke today when we are talking about Brands and Companies? I decided to contact my recent university professor to find out more. Dr Abas is a subject expert on Woke Brand and provides a neutral and fascinating understanding on this topic. Dr Abas is an Assistant Professor in Marketing within the Macquarie Business School at the prestigious Macquarie University and has recently published a book on Woke – Woke Brand: From Selling Products to Fixing Society’s Deep Issues
The best way I can describe Woke Branding – it is a way on bringing social and political issues into your company’s DNA and is embedded in all products and services. With anything that is at the core of an organisations mission, vision and values – it takes time to establish it through authentic action and messaging. Woke Branding can not be achieved overnight. For one, the company needs to assure the community it is part of a movement, social and political issue and is striving for change or leadership.
The Woke Brand changes have really begun to increase in momentum since 2018.
A number of high performing shoes brands have emerged in the forefront on using Woke Branding to try to effect change on perception on the brand. This is particular for brands that have used child labour or workforces in third world countries. Consumers have begun to boycott these Brands – with the Brands response in some cases to change their production processes and also creating campaigns to bring together communities.
Examples
Nike – Dream Crazy campaign: Nike over a decade led up to this campaign, with Nike wanting to show it supported athletes and show its commitment. “The ‘Dream Crazy’ is an invitation for others to find their voice, for athletes to break human barriers and to stand up for what they believe in”, said Director of the campaign Johnsongriffin. This campaign resonated and earned media worth US $163 million, added $6 billion of value to Nike’s brand, and boosted sales by 31 percent.
Adidas – In Feb 2022 Adidas launched a new marketing campaign to support its new range of sports bras. The difference with this campaign was they featured over a dozen breasts in the raw – scared, young, old and everything in-between. This was to show their support to women’s needs and how their new range contains 43 style. It is raw, controversial and completely woke. Praised and censored this campaign broke barriers.
Gillette – In Jan 2019 decided to join in the #metoo movement by challenging “toxic masculinity”. Gillette did not receive the reception they were expecting – with a large backlash in social media. Joining to a cause, they understood it would appeal to a cohort but also alien another.
How can brands do Woke Branding right?
Woke Branding isn’t just jumping on the bandwagon on a topical social trend. Consumers are not stupid and can see if a Brand is being authentic or just trying to be part of a headline. Washing is a concept that cuts across many social issues including rainbow washing and green washing. Brands need to be mindful when joining causes to ensure it is the right fit and they will commit.
For a Brand to succeed it needs to include their ideals in its whole organisation. The culture should reflect it, values/mission/vision should reflect it, all actions should reflect it… and its target audience should feel the authentic connection to the cause through the Brand. This will take time – time to establish you aren’t washing but are true to these ideals.
To hear more on Woke Branding listen to the Podcast with Dr Abas and Transcript available
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