Mark Ritson: Opposing Trump means sacrificing sales for brand values

Just over a week ago, farm mechanic Lars Tollef was enjoying a cup of coffee in his home town of Tolga in Norway. To the 27-year-old’s complete surprise the local paper approached him and asked him to answer a few questions for its regular feature ‘Over Kaffekoppen’, in which a local person answers a series of harmless questions over a cup of coffee.
One of the questions was: “Who you would like to be stranded on a dessert island with?” Lars took a long pensive swi