The perception of a brand tends to be splintered, with customers, employees, investors and influencers all holding differing views that can end up muddling a brand's image, according to a report from Boston Consulting Group.
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","iv":"c6245d1177cb8242584f63f8355cd459","s":"cd13c828b63f28b5"}