Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"
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":"8630fee71a0381a4d712ef1c3d618872","s":"2dbd0f4cf41cf485"}