Why brands shouldn’t fake woke-ness

One of the trickiest things about working in branding is that a surprisingly significant proportion of people naturally assume you are a wanker.
For a select few, even the word ‘brand’ can imply style over substance, medium over message and, worst of all, profit before principles.
The reality is a far less binary and much more messy affair. From my experience, the vast majority of people working within and for brands are thoughtful types with a social conscience. 
Optimism and s