Even if there's no absolute answer at that stage, being seen to be doing something about it is a very positive thing.

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Brand relationships have become a lot more personal. People consider brands almost like personal friends. They have a fairly personal relationship with the brands they buy on a regular basis. If one of your friends upsets you, or does something you are not happy about, you might tolerate it for a little while. But there is sort of an elastic limit to that.

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