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":"4ff07882f78ee8e2483e4c9e7137b874","s":"762c5de07a06ca29"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"