It’s a puzzle that communications professionals all over the world have always worked to solve. Brand sentiment is an important part of brand reputation. If you’ve got a bad reputation, you better have a good crisis plan in place and be ready to put in the work. If you’ve got a great brand reputation, it’s easier to weather any kind of storm or crisis that comes your way (including the current environment that is out of anyone’s hands).
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Knowing how people feel about your brand and where you stand lets you plan your strategy going forward: Where you should invest more of your resources and which metrics you should be concentrating on.
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