From the "Financial Times" Special report on Responsible Business
"The best thing is to try to avoid brand attacks in the first place. According to Paddy Briggs, a former brand and reputation specialist at Royal Dutch/Shell, behaviour is more important than how effectively a company promotes its brand and values.
'If you behave well, the likelihood is your brand will be strong. If you behave badly, and communicate that you are behaving well, not only will you bring your brand into disrepute, you might actually go to jail' says Mr. Briggs"
