Michael M. Santiago Gety pictures
from American eagle to SwachThe brands seem to make many mistakes recently.
When actress Sydney Sweeini Jeans campaign Last month, critics criticized the good word “jeans” and “genes” as if it were a deaf tone with nefarious tones.
Recently, an advertisement from Swiss Watchmaker Swatch sparked a violent reaction to its presentation to an Asian model that pulled the corners of his eyes, in an offensive gesture.
Colgate-PalmoliveSNEX’s Gel Declaration in the UK has been banned for problematic suggestions about black and white skin tones. Consumers mocked the decision of the virgin barrel to abandon it The character of the fins of the fins To get a more simplified logo on the text “Period”, “without a soul,” and “wake up”.
Meanwhile, the last products are launched from Adidas and Prada The allegations of cultural allocation.
This debate has sparked an effective advertising campaign and when it is just a clear attack, as companies face an increase in consumer scrutiny.
Old play books
“Each brand has its own blind status,” David Brierr, brand specialist and author of the book “The Brand Intervention” and “Rich Brand, Poor Brand” told CNBC via email.
However, he pointed out that many brands are trying to respond to consumers through an old playing book.
“Modern brands are trying to move in cultural complexity simply companies. They use thinking about the Board of Directors in the 1950s to solve humanitarian problems 2025.”
“This is not an allergy failure. It is a failure to sympathize. They looked at culture as something to move around instead of deeply understanding.”
The new Cracker barrel logo was seen in the restaurant menu on August 21, 2025 in Homstead, Florida.
Joe Ridel Gety pictures
Some companies have achieved success in benefiting from zeitgeist – and in some cases, they seized shortcomings in other brands.
gapFor example, this week he sought to combat a violent reaction against the Sweeini Declaration through a campaign in which the pop Catsi group leads a variety of dancers leading in denim against a white background.
Prayer said that companies should consider how they really communicate with consumers and be representative, rather than trying to avoid the violation.
He added: “No trademark can carry a fake understanding. No trademark can” its way “to communicate. No trademark can focus its way to originality. In 2025, customers can smell the difference from one mile.”
Risk budget
However, the ads aim to raise the conversation, and while the seizure of consumers’ attention and their preservation – and the portfolio of the wallet – is increasingly difficult, the brands have a good balance in walking.
“Trademarks live and die through excellence and attention.
Wilson pointed out that in the era of social media and with the generally divided public opinions than ever, the decline in a global message may be difficult. This remains the case, some brands may still see value in calculated risk.
“It is difficult to land in one global message, and even if you try to allocate your message to different groups, others are watching,” he said.
“The controversy attracts attention and puts you at the forefront of people’s minds. It divides the crowds and forces people to make a decision when they are likely not carefully. This may lead to improper propaganda, which can be converted into sales.”
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