FSB’s Gillian Oakenfull: Good as Hell? Lizzo’s Brand Needs Authenticity That C.A.R.E.S.”
The path to redemption and reconnection for Lizzo's brand is intricate but achievable. The CARES framework provides a strategic roadmap to realign with the societal values she espouses, utilizing her robust social media presence to rebuild authentic connections across social well-being
FSB’s Gillian Oakenfull: Good as Hell? Lizzo’s Brand Needs Authenticity That C.A.R.E.S.”
Brands like Lizzo's, rooted in empowerment but facing a storm, require a thoughtful path to reconnection. Lizzo and her team clearly know how to build a powerful brand, but rehabilitating that same brand requires a different approach to empathize with how the allegations may have impacted her fans’ social well-being, says Gillian Oakenfull, professor of Marketing and director of the Center for KICKGLASS Change in the Farmer School of Business.
- Read her article “Good as Hell? Lizzo’s Brand Needs Authenticity That C.A.R.E.S.” in Forbes.
