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":"be51636c867beb3834d613358c6cfa8e","s":"e2da9e856c2a0d11"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"