How research saves scapegoat brands: retaining brand and business perspective in troubled times

The importance of research goes beyond providing general insight, and can help deal with even the most difficult marketing challenges.

How research saves scapegoat brands: retaining brand and business perspective in troubled times

Chris PayneBrand Doctors

George DavidsonMcDonald's

INTRODUCTION

What are Scapegoat brands?

Brands/companies that find themselves the focus of media/political/consumer...

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