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Marketing’s ‘woke’ rebrand has ultimately helped the far right | Eugene Healey

Our industry must reckon with how we’ve trivialised activism by turning it into comms strategy – only to abandon it

Nobody likes to admit we need marketing, but the discipline has always been necessary to match people with the products and services that fulfil their needs and desires.

It started simply enough, with us focusing primarily on brands’ features and tangible benefits. But as consumer society evolved, we moved on to symbolic benefits: identities, lifestyles. Finally, we began selling values: an ideology that hit its zenith between 2015 and 2022 in the era of “brand purpose”.

Eugene Healey is brand strategy consultant, educator and creator

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Rushex – LOONEY FUNK [Brazilian Phonk]

?Rushex – LOONEY FUNK (OUT NOW) ⤷ https://hypeddit.com/tribal/looneyfunk ? Subscribe and turn on notifications to stay updated! #TRIBALTRAP ⤷ http://bit.ly/TribalSub More like this? Follow our Spotify Playlists: ⤷ ? CAR: https://open.spotify.com/playlist/1HIustV9i4CVpvlDx1EcsD ⤷ ? PHONK: https://open.spotify.com/playlist/5P7NkTSkbT6r504d2FrfH3 ⤷ ? WORKOUT: https://open.spotify.com/playlist/71z6BdHlnfNj4DKRhuu1Fk Follow Tribal Trap: x https://soundcloud.com/tribaltrapmusic x https://www.instagram.com/tribaltrap x https://open.spotify.com/user/tribaltrap ? Send in your own tunes! submissions(at)tribaltrap(dot)com Rushex – LOONEY FUNK

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Skies Apart & Proud Zombie – My Last Breath (Lyrics) ft. Wolfpup

Skies Apart & Proud Zombie – My Last Breath (Lyrics) ft. Wolfpup Click the ? to never miss a new upload. Follow our Melodic Dubstep playlist on Spotify: https://open.spotify.com/playlist/5GVFNn122CVpETOpGgd8Kt Stream/Download: https://ufality.lnk.to/mylastbreath Skies Apart https://www.youtube.com/@skiesapartmusic https://www.instagram.com/skiesapartmusic Proud Zombie https://soundcloud.com/theproudzombie https://www.instagram.com/proudzombiemusic/ Wolfpup https://www.instagram.com/thisiswolfpup Melodic Airwave https://www.youtube.com/c/Melodic_Airwave https://www.instagram.com/airwavemusic.tv/ Lyrics: Skies Apart & Proud Zombie – My Last Breath (ft. Wolfpup) I save my last quarter Cause we both know where this ends My head’s under water And I’m fighting my last breath Treading water but my feet are sinking Heavier when I’m overthinking Holding onto hope Two hands upon this rope In the dark, when my lungs are caving When my heart weighs me down like anchors Love, I’ll do what it takes To keep you from the waves To keep you from the waves To keep you from the waves And I’m fighting my last breath I lost you to the winter snow I traced you with my fingertips And got frostbite from your cold The fire has dimmed inside your soul Now that the ice has melted Please tell me where I go Treading water but my feet are sinking Heavier when I’m overthinking Holding onto hope Two hands upon this rope In the dark, when my lungs are caving When my heart weighs me down like anchors Love, I’ll do what it takes To keep you from the waves To keep you from the waves To keep you from the waves And I’m fighting my last breath ? Artwork from Freepik Submissions: airwavemusictv@gmail.com #skiesapart #proudzombie #mylastbreath #wolfpup #lyrics #melodicbass #melodicedm #melodicmusic #melodicairwave