Starbucks has said it will pay some corporation tax in the UK will stop claiming deductions for some of its intra-company payments.
Hamish Pringle, former director general of the Institute of Practitioners in Advertising and a brand consultant, told Today presenter Evan Davis that "Starbuck have made a valiant attempt to rescue themselves but I think they have failed to do so"
"It is very hard in the current climate for a company to be seen to be thriving when others people are struggling to survive", he added.
"We have seen a schizophrenic brand here", he said, suggesting that Starbucks should have either apologised or stood their ground.
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