Resisting the rise of the Smug Brand

There have always been brands whose standards of behaviour and claims have been somewhat less than honest. Tobacco companies were aware they were killing people for years before they came clean, car companies have known for years their cars didn’t actually work that well and no food manufacturer ever truly believed low fat foods were the silver bullet for weight loss.
The public is well accustomed to dishonest brands, so familiar with this that we all know how to navigate through it pretty