In today’s competitive marketing landscape, brands are constantly searching for ways to stand out in the attention economy. Striking campaigns, ambiguous messages, and carefully calibrated provocations are common tools to attract a scattered audience. However, when rhetorical play steamrolls cultural sensitivity and ethical commitment, the cost can be the brand’s very identity. This became clear with the recent controversy involving American Eagle and its ambassador Sydney Sweeney.

Strategic ambiguity is a double-edged sword

The campaign titled “Sydney Sweeney has great jeans” banked on a play on words between “jeans” and “genes,” accompanied by images of the actress—white, blonde, and blue-eyed. According to the brand, the intention was light and fun: to highlight the confidence that comes from a good pair of jeans. But the execution was clumsy and, for many, offensive. A broad segment of the public read the message as an implicit reference to racial beauty standards, with eugenic undertones—especially given the suggestion that “genes determine who we are.”

Here lies American Eagle’s mistake: betting on provocation without gauging its symbolic resonance. In a social environment where advertising language is examined under a microscope, ambiguity cannot excuse semiotic irresponsibility. Wordplay can be creative, yes, but it can also reopen historical and cultural wounds if not handled with care.

What did this campaign reveal about the brand?

This episode exposes several structural weaknesses in American Eagle’s brand management:

• Misalignment with current values — The brand claims to champion inclusion and diversity, yet the campaign contradicts this message in both form and substance. Inclusive intent isn’t enough if the visual and narrative representation says otherwise.
• Superficial content strategy — Using puns as the backbone of a national campaign reveals a lack of creative depth. Provocation on its own, without a solid narrative behind it, is a risky bet.
• Weak crisis control — The brand’s response was defensive and vague. Rather than directly addressing public concerns, it merely reaffirmed the original intent, ignoring the real impact it caused.

What’s next for American Eagle (and other brands)?

Although, paradoxically, the campaign led to an uptick in the company’s stock value, the long-term effects on brand perception could prove more problematic. In a market increasingly driven by values and social responsibility, these missteps can erode trust among key segments, especially younger and more diverse audiences.

Going forward, American Eagle—and any brand facing a similar controversy—will need to take concrete steps to restore corporate identity:

1. Brand and tone audit — Identify gaps between what the brand says it is and how it actually communicates.
2. Review creative processes and campaign approvals — Include diverse voices and teams trained in cultural perspective, ethics, and historical sensitivity.
3. Launch reparative initiatives — Authentic campaigns that elevate bodies, stories, and talents beyond the hegemonic canon. This should not be a “image-washing” tactic, but a coherent process of reputational rebuilding.
4. Internal education — Programs for employees and executives on representation, inclusive discourse, and narrative responsibility.

Marketing cannot ignore context

The Sydney Sweeney and American Eagle case is not just a viral controversy: it’s a reminder of the power—and peril—of language in brand communications. At a time when every word and image can be decoded from multiple angles, companies can no longer afford lightweight strategies based on purposeless provocation.

Building a strong brand isn’t about causing a stir to grab clicks, but about connecting honestly, respectfully, and consistently with the communities a brand claims to represent. Because at the end of the day, what’s at stake isn’t just sales, but the deeper meaning of brand identity.

Can brand identity, marketing, and corporate social responsibility coexist without contradictions?

In an environment saturated with information and choices, brands no longer compete solely for consumer attention, but for their trust. And that trust is built not only on the product offered, but also on the purpose the company communicates. In this context, the intersection of brand identity, marketing, and corporate social responsibility (CSR) becomes both crucial and complex.

Brand identity is more than a logo

Brand identity isn’t limited to graphic design or tone of voice. It’s the coherent sum of values, personality, history, and purpose. A robust brand has a clear story about who it is, what it stands for, and why it exists. When this identity is lived authentically at every level of the organization—from packaging to customer service—consumers perceive it and respond with loyalty.

But identity isn’t an aesthetic shell. It’s a promise. And as such, it demands consistency, particularly when a brand chooses to position itself around social or environmental issues.

Is purpose-driven marketing a trend or a necessity?

In recent years, purpose-driven marketing has become a common strategy: apparel brands advocating inclusion, fast-food chains promoting ecological causes, or tech companies defending digital privacy. Campaigns no longer aim only to sell, but to connect emotionally and ethically with their audiences.

However, this practice also carries risks. If the communicated action isn’t supported by real internal policies, the result backfires. Today, more than ever, consumers—especially younger ones—can detect “greenwashing” or “wokewashing”: superficial responsibility practices that don’t reflect real transformation.

Therefore, marketing must serve corporate truth, not rhetorical cosmetics. Only then can a brand be built that inspires and endures.

CSR from the periphery to the core

For years, CSR was seen as an auxiliary department—a way to “give back to society” from the fringes of the business. Today, integrating it into the strategic core is essential. It’s not enough to donate to charities or run one-off campaigns; true responsibility means examining the supply chain, improving labor conditions, reducing environmental impacts, and fostering transparency.

CSR is not at odds with economic growth; on the contrary, it can be a source of innovation and differentiation. Companies that authentically commit to their communities and environment don’t just build reputation—they also secure long-term sustainability.

A workable balance

The current challenge for brands is to find common ground between their identity, their marketing actions, and their commitment to society. It’s not about being perfect, but about being consistent. Honesty—even when it involves acknowledging mistakes or limitations—is more valuable than feigned perfection.

Brands that achieve this don’t just sell more: they shape culture, inspire movements, and remain in the collective memory as agents of change.

Ultimately, and as a conclusion, you should know that,In a hyperconnected world where every corporate gesture is visible and assessed in real time, authenticity is the best strategy. A solid brand identity, marketing aligned with values, and social responsibility embraced in earnest aren’t separate paths—they are the pillars of companies that want to build the future.