Pictorial and multimodal metaphors of DISTRUST in subverted BP logos from Greenpeace’s ‘Behind the logo’ competition
Trust is a valuable relational asset for companies. A high level of public trust can bring a number of benefits to business organizations, including increased customer satisfaction, higher investor confidence, and fewer regulatory restrictions (Barney and Hansen, 1994; García-Marzá, 2005; Ingenhoff and Sommer, 2010; Pirson and Malhotra, 2011). But trust is also a fragile commodity; it takes a lo
