Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"
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":"64acefeac7718d70381d7ad1adae9e08","s":"fce5642a7fd4749a"}