At T3, we believe that a brand’s highest calling is to be useful. In 2015, we released the Useful Brand Report, a study that asked 5,500 consumers to rate the world’s leading brands according to how well they perform against modern expectations. These scores were compiled to create a brand’s Useful Score—a powerful tool that reveals 14 areas of strength and weakness of a brand, designed to help our clients and partners focus resources, guide development, and enhance go-to-market....

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