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Google's deal with HMRC has been condemnedGetty

Corporate slogans set out to capture the purpose of a company or brand linked to them, but don't always manage to get it quite right. And sometimes don't even appear to have very much to do with the firm they are associated with.

Google's "don't be evil" falls into the latter category as does the version it gave way to following a reshuffle by parent company Alphabet last year: "do the right thing".

Others, like Nike's "Just do it" became iconic catchphrases that transcend mere products.

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