Corporate Social Responsibility in its many guises covers a very broad spectrum of truly great business practice as well as some horrendous horror stories.
Brexit, Brexit, Brexit. There are a thousand case studies waiting to be written on the subject. Whatever your take on it, the comms and marketing hasn’t exactly been a roaring success.
Positioning lines capture the imagination and once a potential client is sold on one, the business is pretty much yours. Convincing a nation though, well that's a tougher ask.