Lee Hartley Carter, Author at Branding Strategy Insider

How Brands Can Counter Critics With Empathy

Current hot-button issues for consumers are genetically modified organisms (GMOs), the overemployment of pesticides, and the overuse of antibiotics in dairy. There are haters. There are skeptics. And a recent study showed that people were willing to pay more for a product labeled “xxx- free,” even when xxx was a made-up ingredient. So when a company who manufactures pesticides came to us to help improve their reputation, we knew it was going to be no...

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