In brands we trust

For companies enduring a torrid time, the idea of rebranding can seem to offer a panacea for all their problems, but it’s not without risks

6th March, 2010

It’s an emergency call that has reverberated around the world. The words are those of Mark Saylor, a 45-year-old off-duty police officer. ‘‘Our accelerator is stuck,” Saylor says on the recording. ‘‘We’re in trouble. There’s no brakes . . .We’re approaching the intersection. Hold on, hold on and pray.”

His prayers were not answered. Saylor was travelling in a Toyota Lexus not far...

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