Beware of inauthentic purposes – Woke Washing
Posted: Thu Dec 12, 2024 8:52 am
“Woke Washing” is the term given to brand campaigns that seek to take advantage of the momentum of a topic of interest to people, without taking real action or without direct relevance to their value proposition.
A clear example of this is Burger King’s #FeelYourWay campaign in the US, which, in an attempt to give visibility to the issue of mental health in order to end its stigma, received strong criticism due to the lack of connection with its product proposal or brand universe. A clear example of how even with the best intentions, the consumer sees through the transparency of the message.
Steps to find your purpose
Where to start then?
Some questions you can ask your brand team australia company email list to get the conversation started:
What in my business can be improved to positively impact people's lives?
What tensions are there in my consumer's life that may be related to my business activity?
What movements or causes are related to my organization's values?
What resources do I have or will I need to carry it out and reach people?
How do I measure the impact I might have?
In conclusion
Marketing with a purpose can generate a lot of value for brands, but not in the short term. A single campaign is not enough; it is a transformative work from the inside out that requires constant connection of efforts and synergies. The result can have an impact beyond the business, it can leave a mark on the culture and create platforms that change the lives of millions.
To decrypt protected content, the player or playback software initiates a request to the license server. If the license is cached locally, this request may occur before the content is decrypted or played.
DRM technology can be implemented as a software and/or hardware solution, helping to prevent both piracy and unauthorized use.
Examples of how DRM works
The rules that DRM technology looks for are designed to be quick and simple, such as:
Is your subscription up to date?
Is the user in a valid location?
Has the user registered this device for use with their subscription?
Has time-based usage expired?
When the set-top box or smart TV is told to play a particular movie, the DRM client on the device looks at the policies in the license to determine if it is happy with it . If so, the client device can access the encryption key and use it to decrypt the movie so that it can ultimately be watched.
The license may also contain rules for time-based usage – for example, a movie can be viewed for up to 48 hours before it is disabled when purchased through a content store such as Google Play Movies & TV, or the movie can be downloaded to the user's device for viewing in an offline environment, such as on an airplane.
In a nutshell…
Simply put, Digital Rights Management (DRM) is what copyright holders and digital content providers now rely on to build a successful business model and be rewarded for their hard work.
DRM plays an important role in today's digital world. It educates users about copyright and intellectual property by clarifying what they can and cannot do with certain content. It also helps authors and owners of digital material protect the financial and creative investment in their work.
A clear example of this is Burger King’s #FeelYourWay campaign in the US, which, in an attempt to give visibility to the issue of mental health in order to end its stigma, received strong criticism due to the lack of connection with its product proposal or brand universe. A clear example of how even with the best intentions, the consumer sees through the transparency of the message.
Steps to find your purpose
Where to start then?
Some questions you can ask your brand team australia company email list to get the conversation started:
What in my business can be improved to positively impact people's lives?
What tensions are there in my consumer's life that may be related to my business activity?
What movements or causes are related to my organization's values?
What resources do I have or will I need to carry it out and reach people?
How do I measure the impact I might have?
In conclusion
Marketing with a purpose can generate a lot of value for brands, but not in the short term. A single campaign is not enough; it is a transformative work from the inside out that requires constant connection of efforts and synergies. The result can have an impact beyond the business, it can leave a mark on the culture and create platforms that change the lives of millions.
To decrypt protected content, the player or playback software initiates a request to the license server. If the license is cached locally, this request may occur before the content is decrypted or played.
DRM technology can be implemented as a software and/or hardware solution, helping to prevent both piracy and unauthorized use.
Examples of how DRM works
The rules that DRM technology looks for are designed to be quick and simple, such as:
Is your subscription up to date?
Is the user in a valid location?
Has the user registered this device for use with their subscription?
Has time-based usage expired?
When the set-top box or smart TV is told to play a particular movie, the DRM client on the device looks at the policies in the license to determine if it is happy with it . If so, the client device can access the encryption key and use it to decrypt the movie so that it can ultimately be watched.
The license may also contain rules for time-based usage – for example, a movie can be viewed for up to 48 hours before it is disabled when purchased through a content store such as Google Play Movies & TV, or the movie can be downloaded to the user's device for viewing in an offline environment, such as on an airplane.
In a nutshell…
Simply put, Digital Rights Management (DRM) is what copyright holders and digital content providers now rely on to build a successful business model and be rewarded for their hard work.
DRM plays an important role in today's digital world. It educates users about copyright and intellectual property by clarifying what they can and cannot do with certain content. It also helps authors and owners of digital material protect the financial and creative investment in their work.