It’s not always easy to reconcile a company’s principles with commercial reality

The growing debate about brand values

26th March, 2017

As the owner of the world’s most valuable brand, it is appropriate that Google is now at the centre of a conversation about brand values.

Just last month, consultancy Brand Finance announced Google had re-taken the top spot on its annual list from Apple. “It is perhaps fitting that the brand which enables the world’s biggest brands to reach their customers and build their own brand equity has itself become the world’s most...

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