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How brands can avoid the ‘honesty gap’
Brand positioningBrand activismCorporate social responsibility
The past eighteen months have left many brands stranded in the the ‘honesty gap’ – the gap between what a company says and what it actually does – and they urgently need to reconcile their actions with their words.
Why it matters
The pandemic and the BLM movement have forced companies to assess what their brands stand for and what consumers expect of them. Companies have had to wrestle with the very real need to be responsible in their actions and to say ‘the right things’ and for their communications to be seen in the ‘right places’.
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