3.1 Introduction3.2 Defining Cognitive Dissonance3.3 The Case of the Volkswagen Carbon Emissions Scandal3.4 Linking Image, Vision, and Culture: Corporate Reputations3.4.1 Culture, Image, and Identity3.5 Carillion – A Case Study3.5.1 Cognitive Dissonance3.5.2 Normalization of Deviance3.5.3 Toxicity Spreads3.5.4 The Lessons of Carillion