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":"17e6dfe94234ea5fc5c1e443b7c0f224","s":"b7ec66e0c59779a3"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"