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":"a23f0413b19732d42878bb326cbbc70b","s":"67254afa8770e9b5"}