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":"12c43d219b46d330a4e4f2a5b481116f","s":"6e29951ef126acd3"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"