Context of Transgression

Companies often spend millions on the design of their logo in the hope of differentiating their brand, building loyalty, and boosting overall performance. A new study finds another reason to get the logo right: It can cushion the brand in the event of a corporate transgression. Across five experiments, the researchers showed that a cute design—one with babylike features—can inspire consumers to “take care of” the brand if it comes under attack.

–Harvard Business Review

Which of the following BEST interprets the meaning of “transgression” in the passage?

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–What makes a truly great logo | Video by Vox

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