Like lumbering dinosaurs oblivious to the asteroid bearing down on them, companies that trade on their brand alone to see them through the current economic turbulence are more likely to face an extinction-level event of customer backlash.

Cost of living pressures mean that most consumers have zero tolerance for consumer-based companies that continue to advertise themselves as being all about ‘you’, cashing in on the goodwill their brand has built over the years, while allowing the customer service arm of their business to fail.