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Just as business practice is now subject to deeper scrutiny than ever before, so public perceptions of, and trust for, brands have a wider basis than before, and it's intensifying. Brands are now judged by the country, and not just the company, they keep. And if you're responsible for a brand, you now need to be seriously assessing those national perception impacts, because the potential for them to do you damage or deliver you advantage is palpable.
Contributor: Mark Di Somma
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