What lies beneath? Corporate reputation and the subconscious

This article uses some lessons from cognitive psychology on non-rational thinking to explain why brands can remain strong despite reputational damage.

What lies beneath? Corporate reputation and the subconscious

Seamus O'Farrellforward thinking inc

Cognitive psychology has taught us a great deal about the seemingly non-rational nature of decisions. Science is illuminating the hidden factors behind brand choice. It also reveals how strong brands can still grow despite severe reputational damage.

"Only 5% of our ideas reach consciousness. Moreover, the 95% below the surface of conscious awareness shape and structure all conscious thought."George Lakoff, cognitive linguistics psychologist

In the early 1970s, a US sportswear company was lambasted for the alleged exploitation of sweatshop labour in some of the world's poorest...

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