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":"adc83e39e4f96aaf8839f6d3e0f5608f","s":"2fb2fee8a049fe67"}
Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"