Single worst brand-building mistake a company can make?
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"ea686ecfe0dd0f82543bdf2878354602","s":"eca8f029355d26d3"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"