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Michel Hogan

Writer and brand counsel

Michel Hogan is an independent brand counsel. She advises organisations on the risk to their purpose and values or making the wrong promises — with a robust, resilient brand as the result. You can find Michel at michelhogan.com, follow her on Twitter and Linkedin. Her ebook "Between Making Money and World Peace” is now available.

(Image: AAP/Joel Carrett)

Will Woolworths' ALH pokies scandal hurt its 'fresh food' brand?

Shoppers feeling outraged and translating that into concrete actions are two very different things.