Dr Abas Mirzaei is a senior Lecturer in Marketing at Macquarie Business School. His area of expertise is branding and his work has been published in academic journals such as Journal of Retailing and Consumer Services, Journal of Brand Management, and Journal of Advertising Research. His recent work on ‘woke’ branding has been received well, and has been read more than 50000 times. His ‘woke’ research has also appeared in The Conversation, Inside Retail, Inside FMCG, ABC News, BBC, SMH, Marketing Magazine, The Lighthouse, Mumbrella, and Adnews. Abas is a recipient of the best paper award from Australian and New Zealand Academy of Marketing Conference.