Single worst brand-building mistake a company can make?
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"ac18667b7aca3b0b7da7a42e0c9babfe","s":"48dbe719395d2944"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"