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Mind the gap: Why what a brand promises and what it delivers matter
What happens when there is a mismatch between what a brand promises to its consumers and their actual experience? Fiona Moss explores the promise-experience gap, the benefits of aligning the two and the pitfalls of over-promising.
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Driverless Futures?
Self-driving cars create both opportunities and uncertainties for the public. How can we find out what the public thinks about a technology that doesn’t yet exist?