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30 June 2022
How BT’s Hope United married purpose and partnerships
Brand equity & strength
Brand partnerships
Brand activism
Online abuse is a plague of our times but finding a way to tackle it is problematic; BT has brought its purpose and partnerships to bear on football-related abuse and boosted brand metrics in the process.
Why it matters
Brands are a part of society and have a responsibility to address societal issues, where it’s appropriate for them to do so.
Takeaways
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