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Virtuous or virtue signalling? How brands should handle social issues

The rise of the Black Lives Matter movement in recent months has encouraged companies to consider their stance on social issues. Over the years, brands have gained invaluable experiences in making adjustments to their branding strategies to stay relevant and appeal to their target audience, constantly working on their offerings, promotion and communications. From direct branding strategies (eg visual and verbal brand elements design, etc) to supporting branding strategies (eg signature stories,
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