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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JyVOeppp7LAQ42xw9bdBpWd1AM0ixulMIsmLOGaxelldcSsB0udW\/aV1lLwY2KwpOtf261eTeNJEFbXod2waVHsfOwF1IW2UZzWPYLD7T9TlzQnQZLjbMDtf\/fcREvr1VLbzthKc81\/De3Jiu76zZlsrlQfnZQQnjkK+HeOaXtgtU3+KmTT7A214s9DWYe8T04EZ5FOmYheRhMsnIacqVWWjkxhmSBcCZXknlUOsnchgDqjMGoH10SD3cFqi5QHLJdZx5SVRYUWdTZKm7gpedQdnXcAzFGh2vTnFtpVbDZVOUgHkk3gc96wBqDxx9hmEGLE\/3ONjKIGqOvXi0KCCg2MkJjzJrPvNpaqcN\/VnGUdUE8nLL9Re\/UTQCA1KdAs9BISS8QocFaKXa8mwPMwCSsdLT1LmjEgq+kmgf9tpzKY3VKH1wZ3ZOhVte\/PqjuPY+1n0p0DPBGCBYeoIEyBVr9hYr12JX+BPtCzt7FZX0JkNDf1aeqMcM+J9bSOe9srm6HD2FeW71BvTezjjlwqMIdDca\/U1eGSo2lOUa6ObGmJVFZLxfHvuoJ+JOpE92O+KpnB+BhnlpcSIr0fZSE78cfjjDX2D7rcP7yarhlurLEkamosYfOSWE8EGTz64xcrmbCmhU+FqsW78C4NdyaIZv+QXuVc5G42w9B\/c0Az2Vi2gXfkxl+Y+x82PK5IFPhZ7uhYD\/sTVEq9NBnVXVjh4emNNUjQJtlsUdubNi9S7pws0pJGnk4bjugAUTo7TLu52ueHwicYOqUJp0DqsJ2s5pXZjo6aBse2ye0\/PvCr1G6021dP5uh2UEqxFEMTujdLzeh4rK\/P02wtg10Ybt7OnllgBMw\/JUOlqjW1CH0xUyaZR4rE5wvK88enXKM5KaolPju030IU6vBHKJQwF97PD2Yro8LPLkiBKIKjSxV7bW92LfvwJqi+qou+sqOCIDXTFUyWNEOoyqE8OvCP7o59BJVetQL6dT19EVZAYkDR8Xy\/v8P1CDgjrlcNi6WP\/HZinpWnKCnys8NwfNtVoGQ5U\/boZonGnpbL9D1b+VzFkmoGxjvv9XuVeCDaUBO3r4FNvB\/DFzbUZeQJvwRohICZX+cdKHwPP7mWHwH9YjneF3dwKC7FIKabu26zWw9ou8H0exhQF9\/Nb1XoWsOHn3o51Y2bGW6425\/R3dKl7bO3K\/1aEXHojw\/FpGYsEnjS9+30FLT72brg6kw\/pkAIUvGyNN11j2Ns0eJx7lejG+5q9uwsO36R57vqujQ9vJj6W+foO3zi0nTmWob4QqFDvHuZGAOP53xqwmKJCEA4X0zD87PPJsbhV1pfeKjg5FWm8wLDD1rD8Pu6nEO5DZvcktIug\/ySiMgDlJ\/+IU2HzJV1oPGXfN9medPP2RZ+P2IFXcJzptO8qn8n2dF1qv3yJGtWIREwu9gPZk0JIN16uJPOtRVA+Kyj6FFKq0897XaDMlONbhpWw8gAeJCJHKubk1NsJeAWdtyrUIX4Tad4w6BJ9+jJNh1yLT+MzNitAKrO8urNk3ADdIG1P1xt\/LMUlPRpawuPAxkUi4PzUazYNaQ+5jX9EK+rkUbYkvzhez10RD1Zqwax6brSOjlIUvF9cwfHc5YGgmmu6EORfbpduFPyf\/dnkwDAS\/k6N8UFc2OGZUe2LX\/4EH6TqHIGidycpp2ZFbmHO5J9woBimhEWJJq6ClUtTjO1XAKGbHE+tjsIgpCROBllfWb8MRzSe5DXRAA50Tl7Mi6c39gOW5HEifSE+yce4BNczC1lqH6AGGQlzbh0RdDUM1RWj5yXcJ2aCv3axEcoI3V1\/jeHC+xOKGdT\/RXQfwYsCkIPNaMGGdbMr0x1kjmos4n0LW\/WUTrdNf6sedrCktpVxjAAXvkCSTk8fjfPygeQYlsTiCu+zgX5\/tIEcb5IIsX3ixJa\/zjKktSH0ug2Nj4ir5APDbqPuZH76bZp2tDO0E4M+Go9IlQNM5qMEeBE4nR7x0UCfC793fK8KpBjiJsvHRZjlGbXbcb6RxNO0JoJaTLgLQ0WDSi7acxQIiW5UiW8+znL6TpaaZwWCwQs0qMXp4Ex5N0bfN5bgT21Wc4qtWZtxS6X6i5+7mAJZ48ZhuIYEe\/zcrNupg4oYDqU8WFzq6fXl3C6MlUS5vSU4XrF8y7hsP+EKB1BYBZqjHBsu\/Z+YSrNxNVdP58exmWTmGWd0h06RHnNyGkp0D3FtrxcqILyXkQlNbb\/3jPnj0eSkDYEfHUuJntDVmUMazwzVrN2gydoaytOfzoDYty9qGOsLiZG5ZJmrRIsKvmVhpru4m2SMjC2USJErA8n8P2ehy9yua1XW5G0QtW\/DGWcp4rWYulCTRrFTEqsUnHlDn5cr4ygw2OKo6qUJjwBBi\/GmLNXyI0kgY+pZ5jftTnK4UZDARLKX70nViEOz3T2t1ZPdsKkaslYuf2wqBEh\/Pk8I7pP9Ep6jSQC2+DooNA8V2vxY3iJao+zh8Tj\/Db1wgBciSBvkfNyKCOy3D50VBB6kTLWF2MdhoMXT5q2rHbxQA0epYTRIbV+p+0WN7wMqk5n\/MZIeAnulNi2kz2yPTN0+DGLIiiyR74i9lppSCffFgd0u5QTRQQgKbjoV6D1ntC42k7fsyNGe\/8l\/y3f+MfYCoqk5BPBjJ5jIPv\/NqsisPzl6ZRz8dWWg18E8JucFIvmHn77vwHNnJtPuaUgs8uq3sneXwSuujfgE1UPwgqq+7BE49sV3yd1R6bP9Nic12Tj9kJ2z0LdIpJW5onQbXxejnY498eqn5K5K7pZF0YeLYgJovSbY9+PmIoD0lfYchCzKKk3kwqJzQyBwHb8FADxqCvU+pjBylKmI3fdtyPbuMF6hzOFiJE6HLcnUqImi4h8iQnrWCZH8to56+RLwXE8ez0Di\/FPQhvTDBKdQ\/cTGhRh9bFrc138Csl8v8Ynyu1nY2vaS7w8tVuv9oMUb3rnypBN1rFLkfNoPURct1uWRfueoF0lW6VJtgKpHUDE7H3K1cJcp\/k7\/pBNRXKpqopNVLippvgqKIRXUu97O5pBc9Y6UZySUVZNQUZ9DrXusRExCQ+ERJq8R9DaL69wIiu3ZG4Cwb+ERUqbN4tBFvBkcL0X6o3vNJoKH5U9gLBhq5rRqcBPVFMygkpNojHzLM4Bspb0tbJZ1tjvMH9nSQXuJZeObWAFxb4IxGqkmGLi2+ZHmF+9D9htdZmry48bXPFR8gmg0YS6UFg\/1uM2BJ0PePFiiVmU2ArLm40aD4qgF5ac+lsGwst65SG0siR0bvhXEYvAhIv7WWJbVyd\/TIOBBgo9jb7AYynCQFrdlQkuxmyL6mJR0FxYp0DIdB5xgo\/+8Nh1epQt7XIHm7o+pvhTGEDXcO\/D5VtGONrCrRvLAiysMBux40qXdbyKHYI14qpmwCp8huIrxqetLcJYEwi+ZlH7dWo2IBYgEg7EJQ6SRtdzA1eGtBs9hraBeazFjdiJ4G1U4NsTmGlMhw0WW3siLNcN44rM6zoom21W7BnhQof7a12V1eEdJ0USX0nHlWtTl390opVxPjgefFo\/3s3bTmLBPyz\/fV24cxGX1zP6QhDbRFAApDgJwU3vnG5a5beYZoSk0ZTLnMQ9yufC66PQjar8E5XeAOi+\/LEY8XFLMNhcy292sdGikmF+wCnrQh2IgP\/G250pMElDcbyU\/\/3ybt7i9war2uVFET4h4tpMtxQ1L3AerdRzH\/ewYFRB7VtGoWZCpFn4D9lIOhNpUqgOfhHPkW+p7p3ivqyqIedNhGZmcivCkkBsfSicqyYRamDiPc3FgkU4DZaI02MsBmaHvWsrhCZR0JFtN0k9cM5qjh43YJCLfQqRzbQDo40ZTTvd6VHrRNpexVuidY+7FfOwcNG4kxyG4PSE3qn5M\/xyi7h8vNG9Ax78VUerbpLCZKM114lJeJDo2q+lijGa03Ahol6SNHIAJHoKIWn4N0TNcXOhBGunDlXBwvtwLfEViF2M\/Di6Nx+6V3g+HDNTWNZ0vAEokz1vR03+TgNl5FdRJCgtyweiCEQvOMX6AZVhU7GiKnLM\/xDuwDAZ5Eh2iOdUGFoWPAPpbhZBvdMBSVmcATOjN94FWw2d9Db62LOBjgO6CDt7jLV60OxZ3tCAVRt5QeuzSXsOdDA+LfKJigG5CzQwUlfW7BtLuTl10JmTOr0QsCMfGd8Cm6wWgz7QJNwLdH0BnlmbwJDiVVwEuV1u9+XqOU62M6nZa\/G5KTlaeR+ck0AV7BVbISC7qsijMPjCneDluKEG4\/HgH6wg5vBCXcLzxMO1yMT3zr+3ouPz24ogQ55ppTULRb5rqHr+5KuoZ3hh7Bb2q2KNHK8rnPMiI0Y7d\/sukO41S9umemVkJV9+e4FntJF5nk4mi1dwZndB30BNJKQJjfMgej+WqAL86tY8BVupTH5AFW4g0ZDa+VD9F14wZ7FqCGwHy+bHn2Uimb4K1p27yHDc0OTfknVECWutZbHaeWk2+zR8VPCBwf9cJNqgsVuEo64oTeCssQza8JCiaXn\/tWWPbFV6TOi2EcIY\/OpoENRywTyCqj04bNkR6Yoe9E7p9LJ+fO02vKanAKY+BZfnx\/\/v0q9XKJG6KAr5QckGra8RY1oF41as8vGeQMOF4RgDuXk0Z6+iJ8pvdYHcoQklcENQ3cNrV67KmpgjZe5Dn6tnjZWaDBfCuIKyf51U0Xt46p6igbyctFmzLEtgScpwUWMsZavVqangLGf8KweJpERUuk1Vt9ZtzHI2jaIhu4Sbx2rzgSFomJlXWdD5BAbqZr+I8lJqsyCbqCqccVL8hHH2zKOHNQ4XboMOyM0eGESOQuU\/qoz+8ITPRcZ48XmndNJbzFPz3wcq2xAwavJ2R+w7cVe5bdNZBkLhNUqbHRvJZFpMqsQz7WHx9N7nuzXixm8fRTcZIGuxQcFC6v9NRdAyO1d1sA1F4VfKOMepmz+ABsqkkNPHSDeSGt2gMLcuFF0hiagTSs0Bx0nh4K4\/HQSSNvj7RBZMPnAFl2x0dihwwH9VtFUR7vsweL9rGgh45lOayD4zZfmP13NPb5ESrgnKdK3eLs9h6ozD4T6\/SBpOk0Yes3C9ajkERPE+h6VstmIVstsF0Xd9tsmu3aih4pmLsUnhSiHWQlVk+YO6hIi3CriU3328Kog849Gm81Bbm1I+I\/e3FtTSyFpdktlOUVPypfJiwfCclx0Jl4PJCjMNGyh0kKoxaWjJvKplPmk1sLRFHAcFJWw4aK+JbhKdqKiDIQr5aujDofXgDGChBBjVu4QDEJXzIxNnDMBA4dj9Be7Rdxy2iEkaWn88koHPejEgR1wfeSW+gdiizvREactkbmUjArobh8SJXqVy1cXm0R1bc6ySUXUt3C+4l\/DKPfDzLcNZSPFQWqhJE459VLvT0dPfI23NrgOf+YArCDrJWiUngosqRzz8ifB2QKDg5++iswEIj6IXJaHkBzEH6FSTQyxBrNac48vsvAi+vw2q3F0kJoFnnaF94JXrOyE5ZOTATHtcTil\/oZkJHsDHE2POEwlVQRYjXi7GZ4+CvsyVufeZW2HQNfJyshyZ\/Hq7OAG8rXQrJ+6DdKVO2KA1sKuauFTMzNZYy2YkE5aUC9xR7gu4lQWD6HWX8My4cKAqYF6hfyydNC7c2bU5CsIgDwnoEPZzqFfy1BWO8F2MlL2vs1EiE5K64u2H4qbUqm+3uSfDyc7iH216eGGwtNtSzsHasRtJ7g0vxLrO6n6T89q52xH7Dt3tEtOzgXK+wrPgBP5ajAgchJfGXsLuq3aOVRXTpmK6rT4iPPPmQfGumQpYLG53cvxxFCr4kzaxTn68I+GjhOSgZzIW69eiJUabVbEf5uWKt2WyLGQ7CuVTDXnogbeX2xxqVs8\/GBI+NGHG9H8Chdq5v5idwvoFxiZviaoEDYizioFQCsvTFxTyYXxk7KK5PlA3kCIpHRfwRFqMdHKKf0Kdx4wlunD+qtvUJl09gXgBtXYwMZpcVhCd0TkgJ40vI5jEc\/yakSWxjWC9W2UYi5ZUkixHm9vcwH8CSZKTpzha0PbgIhh6Q9Wkevtyctj5rUKdnXX3wS75jm19enwNTwE4le4S8ZaH0916bjAv2afsi1kJygJ96Dd\/ISb18ePLwykRqEIjpzdtQ0iQSZzK2dniKRzaZkkQQ80QQng7PPBipxOarEZ2i3oRLKr8YF0TPAC6ljKcvkCKxG5SnDs4nD8AEdf3r4vWWv4Z7ugcaEl3AGJAT49+qdasHMOLyyw4OQzp4RnO2+OpvEK37QRxeUFp7G2g5Nef1Ga4FiwLbAzG2vx6DBxqZKjZjiWaPfFWUPf1wKqMEzWEgX\/lnPS050KVQ4CRjtB4dnlKoR9mzvML8F0RX0vlACsA==","iv":"4808cc28838961c0a0e5bd2a6d1fe266","s":"5ea70a316d5c63a0"}