

Of all the companies and brands we know, our perception of them can often be boiled down to a single word. Are we engaged? Committed? Indifferent? Perplexed? Outraged? Try this quick exercise. In a word, how do you feel about: Apple? Wal-Mart? McDonalds? McKinsey? Exxon? Your local hospital? Your bank? Your credit card company? It’s…