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Barri Rafferty Author

Barri Rafferty is Ketchum’s former CEO and current head of communications at Wells Fargo.

Brandstanding: how to provoke to assert your purpose

by Barri Rafferty| October 30, 2018

In today’s divisive world, standing for something is no longer enough, you must stand out for what you believe in. Increasingly, brands are pushing the boundaries, challenging the status quo—creating impact by courting controversy. Why are companies taking this path? One recent study suggests that two-thirds of people believe it is important for brands to […]