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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QLIA1Z2Gv8mBO75WLenVPwQ0WgUN44pVxUCUUYCzD\/8MmY70jS4K4AvuYysCcAAH916oAAS+xu402OlrfACC6toSSMWno3OPnTc0XrNY1qciiyQScS3WbDUO9dGi0zermECkyoTCoG+\/wYmz5VOnkM18AjWVs8kmmJZ9y3+fkbup0J\/FGdDTbo8M3Kfi2fwZqLyFg0t3lE66t6fY9ABYhkflnSpcEtyLBAxIDxCF669BjHhrdK7VeHu\/PULk\/ypk3HRi3C4RdEPKWM2Z\/IhKq3SvD2Ffwth+IpELo\/RKdMqf0TLCtCRmdlsWHyRhGXcchvRwCYlIH6tW8eSRshIGOiAYkUzD0ZdELpaYwVWCCxznhmaOqmi7I2MHJVg\/xNWdBt8LElfS31Y\/0PD\/jfW\/VJCW7LC8y\/jZvJfht9p1zGMLPwi720rTaBXWquRXbRU4Te67ilpHsNjCYIixTh+QYJAfo\/OAtHkLKri73WVxc2BNZre+Cyv3mZ2ATxExWIwJ4YJGEsKYS2HPrschVRBgjGkizMCvaLc\/KKVLGCYra24hSRZd8l6sOSh\/ylwCqUZPlP2ysRmENNZVM54GVJZZryEhu8CRt4VRweyAJoP400r3Dm\/3W2FGkeaGr7fjUpogx4drqH3Spv6gt6+OufJajRjkf6yEcBy97ioimQ+OZv4zzwPKHFvQ75\/sEFIlqldRC9Q8DQB2z9\/+YEbQgrFKQPrRsknUCAOFPabz3AgRxomwiJZTjTXppOyheRdIXFKaF6UDESp\/kUCjwQGqE+RqlD07nPrVNdasKRcaxHG73YLjGHlTf9JP+oBbzrZ1ZKQxWDeoVl0AsNuCldqaffBJG\/IDmNtfpZGPhG9OcdTjYA1ghYzeKDV4bXOqXeNrZzGCAf9FpE\/Zuk3pVHcI3kGbWQebctzh0FsHvxJ4zcqP8zFlU1EoQ0ANfAEkJ3wm8XonWxIyRPWpPSNrFKtGdB0voltt\/52vRTeVbeWCxwdlJ2zwxX0WyhvK9nuVQubz2b2GT3tV+Ak0M8NmfDIZniajfj09dNyGyVWCDVjfh11Zaxq0+TenrEoqLo1k3vr9PgmlLqDP5kMa0gQvi1x642KBP3DiYWRmK0oU7+htN0vITixCyD4O8OkuJwcytm0xd51MRdSHvQYSyuc6eJnG8uBRn0z0J+ihgnVNE7Vu+4mk\/mApGKCaeCreXqbsGqOsMm9mktjZoiEEms9Kf3dtPC2sUTrLNtyiPkm5C6euDWduZqqFoK50FOYSXexQp34\/BlwzIczNPnKtTkHUjL+b+4tl0MElP4W0WJXZHld3uCPM2V2t7XUxjxvXjDGrXxmgctAkczF3OisqP7PxDYIjz8MIicThDs2LtlNbLiJ7p7K+o7HQElNia0G4aBOqu35d+4Qo5lMRZqPiBjBm6I\/aY52wfZc4Tq1ivylVHqnXej+DNHt5IBp9PQvkhN5dPAw2eJw2YHOwxIClytYS4NHBFHrq4MXj5l6b2POcUwTl6WKhOtk2MOFQl6H5ryIQ8PP1UMbPsMKlteSVHgVPl7hhhMqtK8aaBEVSMClf\/hfvqTYt9UM2XSQDluW75OLG6tzy8xMaEzgBjL9q54XVihXArUWptju9lr6j4AkkHlAC3TMjORDO\/W9A35mUl+8faFnYmSKMiW0PFjaqxdoc81C9YoXgqGBRTDq103idGAZQ9G5Ru8JE596UE1aBtLh7C1FrfqrDoZVG3VLOr+bIuSBGgy6A2lybZkVFzUCAxhQrdyIAytOW31hXYveY9T2HC1\/kKFP3ku0QocWD6sYg8sxKKgR46RZLcfe8HEA5Vm446Izqco0r1blIlnm4daZ1UNqX1pvj41q2Ov4YD\/v2H2AAELyxjFuPI3btSonyIn4WS1B6oI7FVHSzrKJ6+5+9FPxd7Bxpt2KfZM1vvAtxezfHMGNQljiArDQ+XrOkFjUTUPMhRnyuXMxdw9WorwVZmQQSzZjLj0rFWke1eooCNYZhJtlrPwCgXJRWWT8tkd140h6+roLzzdNekBgjmqKomNAcpIkhkNBVf7SmG16cl1M1bFDP95HL1YP\/gY2x9QzsIPeSb1TgfNl5kPGNHL8CN3r5t1PtoekWG+NwTxNwI7A28SdF6OJIm6X8LuRVyPF2oN43tA\/jQUO8Mb3eEQVgxlRku5xLQWDq3UQky\/UwoWNJA0w70vthOnAAsBJmGHIVPRogacY0Pw+SEs6xO\/IydabZv87YH6tJUgx0h0gezzbU1CPP5MoBvp+gcm7L+aFZjjerQMKbYugyw\/snYNS4iEBu2\/AimADzoVCLJ9bjRJD90m716+rmirat6gD1xVj6Z97jEaOJCXPBcc\/FmXFzXazxgycjrO5OnXkOG4nw\/Cj4bjk43iaY2ebSz29vdKgb0kdjb7XpaeOZ9ho6a5Ar1I2Yl7OKYN\/jdGJZJSj4FWvnXK1q0mj2s0Eb+8s6ma4aY6bmxwbtM6ocA4Bz5pu8TZrXtp59xfOiW73tBi+8xoeEgGzMcmTbzdIcz1\/Om5wboki7LBFc1AhUnBxVCvjAZ2zp91KL8+7Auk0JEiywmgLof155bmbiUJSwNqn2GwUTHcx+SU1V4m4+ZjqSwpN8VyaIlPgL\/VNM8KPDGlLHyyXxy\/6bqzjjsIz8O+Z4m5EDMbKjgYJ5jCDprANiRhEiB7l\/M1Hl1atbs3bw5RWm0ZeyonfFJxDcvR4tsEnYo6SzMMR2TuUx8hleR5NSvm8yvhwHNNx\/x\/gtQTGmQKcLLOYzZvKzrL5tKkPIz4hTLFcZa9uwpjD9ybjpI7mg3s0Co1rzystLYvQ7MjiPlhr4ucxh59jpA\/pbvLmbNZoQw+PiPCnZ3rOWkr4FP9ajhVAFQ6j8D4TbqrnHHE46glXhABaE8NVDGdAILxaAGhHa8XJWnaQXzZ\/qCkBTNDF9Zb91I6tH2gViq6iQ6F2CKwWNrby78LsOGDC6cgkUrfK6eBafpNlkNn7\/Pk7QPgT1tFQZzlj9SdNF4uX8QHsHUUlLrXQqfJhds5y8f4WhSGZW4LhwlDhHoc16b1\/3cpXim2O+M4TxX9iX+n2aLgUQedN+fXDS+GFMCEZ\/fPjCOLQDqw0VC26WkmKJ97\/v5\/iByIMtUkq5JA\/bs0vGIiFCWVAJH5h\/JuxUXnuRz1+1P\/HnQ2XBwPOIVEayFiuQUnGwVWPnV9Lds7yf2xyNLSu7Dy9Q+lD8GCirVcansEfhMZoCDUgPmujARBFJGAy8O3psKoA7lXQyJ2Lz2IGu1J65qsU29VXKRdnGTpJ62S9sV2twtkhTsZ0ZVv+OH4Sk356yBwFjUV3plcGLdX11j6ikcbANpkcOEZMECn6wF4kaKb2Q7Z44CQYLU5d+ecAwx858BN9bw2mOQOeW\/9rOEZXHhCB+FNvvFIAj5v4W8G\/sPLkN2nhQQWu52\/awVkSrpZiMJLsnRqSWReNtDB\/bmSb53FG\/\/RuA9EcDCLEUI9\/IenLBQrKh2lUsNYyAOeBoAMhYZ3aEve5ij4MJYTLojzvPKbpUcHCNsykhly7AXUi5oFkzJVr40bWwbJdzCJrOrxBZ1YPnt2Snltk1EgO9\/60ks1MkE\/+AGMXPQGvMIL+IDKwrO9A6181PHCn5IFf4SSjFHiiaDb1ZHipRb+KCbf5PlbXvTF0u8HCsbFu5REUFJ7QH9VKkbZ+OTRqGs5XrGbpbEL4iKLMx9rCGrIUepBK\/grQFRnspCHRfBdWMuOjjgGrKfP4u\/8CzhAO2XOn9kryK5LoOXP9gSRtYXk7y5oxNZB8D4fC70RhSvBxLBzLg7FazPYI8G1oA==","iv":"760c2e94a3c09f7b1ce337c8383a53b8","s":"1695e3b83741a69e"}