Political polarisation: the new rules for brands in the age of Brexit and Trump

Looks at how the rules of the game have changed for brands and how they are still learning how to play amidst a time of political polarisation across generations.

Introduction

In December 2017, an international retailer issued the following apology on Twitter:

“We now know we were wrong to do this – we’re truly sorry and we won’t ever do it again. Thanks for telling us what you really thi

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