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Dr Abas Mirzaei

Dr Abas Mirzaei is a senior lecturer in the Department of Marketing at Macquarie Business School.

From the author

The danger of cute, woke moves

Every time a brand makes a claim, the brand public is quick to judge the degree of truth in that claim.

Opinion: Brands struggle to find purposeful responses to the Ukraine war

Retail has done well responding to crises lately with moves that make a positive impact, but the war in Ukraine is prov...

How your brand can avoid “rainbow washing” during Pride

What sets apart retailers that have effective campaigns to support the underrepresented is a long-term focus and a commi...

The three sides to the branding story

For start-ups, focusing on the “branding triangle” can build a path to long-term success in the marketplace.

Questioning cancel culture: is there a better way to fight racism?

No branding practices are immune from being called out in the new era of consumer focus.