Core Concepts
What is the key difference between the Economic and Identity approaches?
The Economic Approach manages brands through the 4 Ps, while the Identity Approach expresses who the company truly is.
Why is culture central in the identity approach?
It expresses the shared values and behaviors that shape brand meaning.
What does woke washing mean?
When brands pretend to support social causes without changing their internal behavior or values.
Where does the brand’s true identity originate according to the identity approach?
Inside the organization (corporate/organizational identity)
Give an example of an internal facet of the Prism.
Culture or Self-image.
How does woke washing relate to the Identity Approach?
It shows a misalignment between internal identity and external communication.
What are the four main “identity types” that must be aligned?
Organizational identity, corporate identity, brand image, and reputation.
How can a company “live the brand”?
By aligning internal behavior, employee culture, and brand communication before going public.
What can brands do to avoid woke washing?
Ensure that their internal culture, policies, and actions truly reflect the values they promote externally.