On Brands — the Good, the Bad & the Ugly. Tales from the Wild West(ern) Corporate Jungle
There are three kinds of brands really. The ones with a mission to bring positive change to the world (the good), the ones that have no idea what they’re doing (the bad), and the ones that feed on what’s going on in society like a parasite feeds on its host’s resources (the ugly). So I’ve gathered a bunch of examples of a few per category.