Brands often find that when they aim to do good, they also end up doing well. Here are four rules to keep in mind.
Know your customers
Before you take a potentially controversial or divisive stance, you need to know who your customers are and what’s important to them. Many companies fail to do a thorough audit of their customer base, says Tripp Donnelly, CEO of digital reputation management firm REQ. Those that do are often surprised by what they find.
“We
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