The brands with the greatest purpose, as perceived by their customers.
In January, when Starbucks announced a plan to hire 10,000 refugees over five years, it may have hoped to gild its reputation for doing good. But, if so, it was in for a rude surprise. By mid-February, its brand perception score had fallen by two-thirds, according to one ranking.
June 08, 2017 at 03:05PM
from Ben Schiller
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