A Coke in the Congo: brand and the concept of trust

James Murphy

James Murphy argues that the attainability of trust is becoming harder for brands, in an era when consumers are more knowledgeable and cynical.

A Coke In The Congo:

Brands and the concept of trust

James Murphy First & 42nd

Imagine that you find yourself, for the first time in your life, in, say, Kinshasa. It is a blinding hot afternoon and you gasp for a soft cold drink. You find a small bar....

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