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The global recession and a worldwide display of questionable corporate behavior have weakened trust in business and corporate brands. Companies have battened down the spending hatches and reordered priorities to weather the downturn. What will the operating landscape—the new normal—look like post-recession? It will be a tougher place to manage a corporate brand. Companies simply won’t be able to do things the way they always have. But that may not be such a bad thing.
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