In this column, Mark Ritson details Coles’ pricing sins, its defence and the damage its ongoing trial for misleading shoppers will inflict … which, despite the pronouncements of “semi-professors”, will not be reputational.

This week, Mark Ritson wrote a piece for Mumbrella in which he argues that Coles may be slapped on the wrist by the ACCC, but it won’t impact its reputation among Australian shoppers. Craig Badings, partner and co-lead reputation practice at SenateSHJ, offers a rebuttal to Ritson’s argument.