3 times big brands tried to be woke and failed miserably

Being woke is all the rage. Seemingly every brand these days thinks it's woke, and wants to convince us to get woke. But what does it all actually mean, and why have some brands got it all so catastrophically wrong?

Once a term reserved for black activists, the need to 'stay woke' to the inherently oppressive nature of the establishment – and fight against it – spread globally as the Black Lives Matter movement gained traction. 

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Nick Carson

Nick is a content strategist and copywriter. He has worked with world-class agencies including Superunion, Wolff Olins and Vault49 on brand storytelling, tone of voice and verbal strategy for global brands such as Virgin, Pepsi and TikTok. Nick launched the Brand Impact Awards in 2013 while editor of Computer Arts, and remains chair of judges. He's written for Creative Bloq on design and branding matters since the site's launch.