Components
La Chingona: Branding on culture
La Chingona was a thriving cannabis company started by Michael Kaiser in 2019. Inspired by his upbringing, he developed a fictional brand origin story detailing three Mexican sisters using their generational knowledge to craft their cannabis products. Upon discovering the story was a myth, Susie Plascencia, public relations social-media marketer in the cannabis industry, accused the company of cultural appropriation. Kaiser did not see any problem with the story and did not think anyone would believe the story was factual. As word got out on social media that the story was fictional, La Chingona began to receive backlash including calls to boycott La Chingona. Students are asked to examine the cultural branding strategy and the influence of cultural branding on minority consumers. Additionally, students are asked to compare and contrast cultural appreciation and cultural appreciations as well as create a plan for avoiding cultural missteps in the future.
In completing this assignment, students should be able to:
1. Evaluate the elements of a cultural branding strategy and the impact of a brand story in connecting with minority groups.
2. Apply the Movement of Meaning model and identify the transfer of meaning to goods.
3. Examine how a cultural branding strategy creates value for minority consumers and influences subcultural consumption.
4. Contrast cultural appropriation and cultural appreciation in targeting minority groups. 5. Devise a plan for avoiding cultural missteps in using culture as a branding strategy and assess the role of authenticity in branding