Ep. 162 Woke Advertising, Identity Marketing and Performative Virtue Signalling
Description
Karla Treadway discusses the critical distinction between authentic leadership and performative virtue signaling in branding. She critiques a well-known marketer for only speaking out on controversial issues when it was safe to do so, emphasizing that true leadership requires conviction and the courage to express one's beliefs before they become mainstream. Treadway also highlights the importance of identity branding, using examples from Bud Light and Jaguar to illustrate how misaligned branding can alienate loyal customers and damage a company's reputation. The conversation underscores the need for brands to maintain authenticity and clarity in their messaging, especially in a saturated market.
Chapters:
00:00 The Dangers of Performative Virtue Signaling
02:21 Authenticity vs. Optics in Branding
05:59 Identity Branding: Lessons from Failed Campaigns
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