‘We’re not fiddling around the edges’: How one B2B giant went all out for brand
Addressing its reputational crises head on with new podcast series, mining company Rio Tinto is on a mission to nurture its brand.
Rio Tinto has taken its branding for granted for years. A $23.9bn (£19bn) global business founded in 1873, the mining giant has historically paid less attention to brand building than many other long-lived companies.
However, a number of reputational challenges and growing environmental concerns have kickstarted a process of change.
