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Michael M. Santiago | Gets the image
By American eagle by Pop upRecently, brands make a lot of mistakes.
If actress Sydney Sainini A company of jeans They came out last month, critics assumed the game of good “jeans” and “genes” as a tone of deaf with moody shades.
Recently, Swiss Watchmaker Swatch has recently caused a backlink for the Asian Model, which pulls the corners of the eye, an offensive gesture.
Colgate-PalmoliveSanex shower ad for Sanex was banned in the UK for problem offers about black -white skin tones. And consumers made fun of the Cracker Barrel’s solution to throw it away In combination, dressed character For a more simplified text logo like “sterile”, “soulless” and “woke up”.
Meanwhile, a recent product is launched with Adidas and Prada They expressed allegations of culture.
This returned the discussion about when the advertising campaign is effective and when it is simply offensive, as companies are facing enhanced close attention.
Outdated game books
“Each brand had its own blind place,” said David Berir, and the author of the book “Brand” and “Rich Brand, Poor Brand”, said CNBC by email.
However, he noted that too many brands are trying to respond to consumers with an outdated game book.
“Modern brands are trying to navigate the cultural complexity with corporate simplicity. They use the hall of the 1950s to solve human problems in 2025,” he continued.
“This is not a sensitivity failure. They are failures. They viewed culture as something to move around rather than understand deeply.”
The new Barrel Barrel logo is visible in the menu on the restaurant on August 21, 2025 in Homestead, Florida.
Joe Redl | Gets the image
Some companies have succeeded in pressing Zeitgeist – and, in some cases, capture of other brands.
GapFor example, this week he sought to resist the return reaction to Suni’s advertising with a company in which Pop Katsseye is headed by a diverse group of dancers who perform in Denim on a white background.
Brier said companies should consider how they can honestly contact consumers and be representative rather than trying to avoid resentment.
“No brand can afford a fake understanding. No brand can” committee “to the connection. No brand can focus on authenticity. In 2025, customers can smell the difference from a mile,” he added.
Balancing the risk
However, advertising is designed to incite the conversation, and at a time when attraction and maintenance of consumers – and the share of the wallet – it becomes difficult, brands have a great balance.
“Brands live and die, standing out and attracting attention. In addition, iconic and cultural relevant brands want to advocate for anything and be recognized for it. This is a tough question,” Jonathan A. Wilson, Professor of the brand and culture strategy at the University of Regent’s University London.
In the era of social media and with an increasingly divided public opinion, the landing of one universal message can be complicated, Wilson noted. As long as it remains, some brands can still see the value at risk.
“It’s hard to plant one universal message, and even if you try to set up your message to different groups, others look,” he said.
“The controversy attracts attention and puts you into the front mind of the people. It breaks the crowd and makes people have a solution if otherwise they don’t care. It can lead to disproportionate advertising that can be converted.”
