PEOPLE who run big businesses and charities spend their time worrying. Worrying about the bottom line and about doing something that will turn their customers, shareholders or donors against them. It is actually quite rare for any company to do something so cataclysmic that it has an immediate impact on its future. That is why, 33 years after his infamous description of one of his jewellery chain’s products as “total crap”, Gerald Ratner is still synonymous with the massive business faux pas. However, the branding gurus now hold sway and
Fighting corporate cowardice
Feb 15, 2024
3 minutes
You’re reading a preview, subscribe to read more.
Start your free 30 days