Lindsay Pedersen is the author of "Forging an Ironclad Brand: A Leader's Guide"
Single worst brand-building mistake a company can make?
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No 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C7\/w+PpAnUsirGBhboMRbIf9AmiuTV6dKAaz3erW0EevXhjuJ2hLGHtPw9tWGcxvtKLPKLrEqctKHMtWI8bFantiXfjQ5F0JIlW9EzDG+y8G422dOPBqFmRU7xLX\/xokZnPrcWRjv+PSdv0YHhzvC7wxJn4fSshFi+0xbHIg+ezBDxx3KkfDIEHmj9hBwDLc7UWzTa1LajU3mhnqUX5ZPZBtdjWr8eXZxqqCPTSZWeEwwAO1HdCq\/MZ\/CAgobxz3+ZfwNLUCV2ZHbiv8KoJ8HP8H9jMPgFgTlNYHCgfZFXaEdmUDZGPXOqFP4Z6o5ognFt8MAfr2hWBAC1nO7H6x1\/gxe10m1b83ICSRbXs8oMW6gbdEwkywkbpTBerIO5HY2r6Ao4wKTA24WPw237BYR2KcVwV5g+srOnJBGqr2V5uxOS3fIeobVP9DgKO9\/UfGj90N63c8UCglOZYyAidZ5ShFffHfqhHZWeetQ2\/RAsdkluKTZZxTlkpTk+YqFruu38Dr2fM7XEjx03XjI3KLNosu+X+kGBv4uZsuMhXz\/xUQl7xBi24VF\/F4cp1yNzq0xeTqAhaUOMRzXWm++rVntfarR5ja0u34+bQYRTBRwu8dk0TG2qTiL\/lGBSubiDlJlZJAY1BXObyW9WKmgcoPhTbEZGAsKEYd1\/i+D11RJT64WV+Xs9Ys3du3Ry+f+2pXrgVhps1UH4Itbxva\/GKrYoQd3fR54RV56eds9zFZqNvu2siwvnWbxFQOQ17pQyEjfd9ldjk3mOoVCdL3JNUKGI5dkNVIud90T5DYU\/1xV4JLnl7yvMbxUELhB7OkWzyFLlbXWDcG6N42OjIxKt52eV+dK+MBzHvDnW8Y5t71u\/eMVMyJVcxcABDzW7pk3CUUq21WvNRLWrqV8kAio+X6DQE+yVbEoXSx5g47Y+rthtd1wZWEuRklrpxUIpqkrNf81l4r5OkUgxVmiU6rYo4ZGB5MVJ+b\/JZB8bEb3Uo+\/C8mAJduuWNP88a3Bgj6x79vNxV8xRx8gBXrNMxXydSgRYVTfxYhUbNJcyACdCy43d2IRFePnzOGBNDwqbuZk4KsW7f4q8eUW3VZd8dxdXWmjlMcVg+i3B8\/tk5ObvvwHTa5uR92VVFTNN3kngA8i\/CDajRsXyCHRNpBzCx7OBo1Eud3ZF2TlD4qahnnivSfWGCvk8X\/RhO2bzh7+Ck4m6xZBymrMe\/Q+iYsxb\/eymFbJHbGSUcuBaX9+DXedKwGcj6HZSaTBZvVZTMTwfz8BQS8ohMSeEqGVYsgwpqQhr6Zhj7YRf0aqkssfL+\/ctCiwto2zlwlbywZoa7q5CL0vn5U5aK9GS+HfeO26txEtkGxbDTLCVEg832\/Ees9aXAd3ojZOFKQhqzF\/l8zAHDX0TRB8I0Lr95h5YUzCQ8g4YG+eEwQPIi77xYFN1Xq9egKO4A1cfrC\/pg4fKjHCLfIOmxCn8Yjq6p\/zSLcdvL8ii7l\/b0YmiiPR+r3IIlj1RFh7bP97UGqLT0Yz30bmfiV0pmuPO31gvP15AxBqqfDEMVNVbpZ0I2nUgSn0rJxEkcAvzR6Mh+t2CAagcXLPJw3+A8bNU97Ct0ApBiHNnoB83\/cygD31rbWfFGn05UUOKjMKpNEXPGk8odLr6hZAKNSN0g\/hsHvhOKAm7uU2IhdLlL+p5AE7R2DJnSVEjennnSNZm6XmXZRHP2Txw9SvPfEVf9FVEG1kitGZgYjx9d3kdgphcMYxu+bOtJXcjRXPP1NAWaAQR6EdF63Bd8Buv6Q+FKLwMELRh\/xPsGqdCBLmN11rkQxByuCIhhcAU3giNjaFYV\/9wpbiSnp6SbH0RvLa2TdeHOrDvZssgWUhccWnSOeDDKVBNigUmuiqR4+\/L+jFB9WM2Vnt1UYwgPdwwOfSKKivTY3J2vVNdDl4iFFIpUWR0XWvPzWqwsq0ytxf9mxByGhothn8KrEyVuog1dnjmQOWThsuF\/mjVXWM60jhQIQ0hOOWNWFQICKz4jnpaUiXKWsQSjQyDTM1hgtvWLgYxFRj8Laqptt\/n9Ow7SJwGqu7PljWluU5XykoFRB7hn2UMIz0xKWkj08UNx0VWvKXz6A+4fC29E+1R0cCkKpCtTSMWg1DQ7oSJ9r6Cb9aZbeNxCO1QSglJ\/jeNrYd4HIjIAA2HUnF5FKwSvbU8WUguklXQTdW3pasADW5Dveqos0BioNFJJLGT59SJu+xEFf1fhEXNnkKQsmQzmCShME9AG2gGJT8ba9TeTFQ6KNqvC9LJ2ftF0GhmS3zvMTZylDIbSeKR2JcUafeNpL2e677AgAUOI9o9gHKpPZw58zPlApitPbavqpsKx6xTDB8E0IQwPQ0NQZyGG9faX2m3V+Rij14ZsB8rRAmDkNEdlJmtclxPiY9nsQnS0F18w00L4z1T6A+4LnViUWjNAfGSDmPLc1FbzdqmBvslc\/eZAepGKOlA8H7uOrnELNud1V87OPDK46gxfZvDizxebd\/0C8LPnb4pQmbl6XnLLRR\/B20pvz7ci+NKW\/7t6jKw8nQd26ZsVLG7Z4fU\/C1GWF9QruFN1qnBAmJ\/m8dMStzUmhFAg2SNgP+QbdVC0vgjQEWfU0TP6SfJIHd0bWpJv8aaXVTa7WofcvqDr6iWAmNr7PMWes+EYISmltWkJJE8d\/IEzvtlpvPFby4J9qBydxP6gN8yyx1xI5VQSindjiOZWbqebPJScAKHxZ4120LGtoxUb76oDd31FiIsLDNu6jFpJjCZirYn8qujc5usXOBpumXh6NpsiN+Q0Lslhm5kPPXD0g6\/HY9GwSB6Nl014bqeEQQ6kuNKn8KJjU5k5epYAaVAbPWy2hNxBJQDLGeJQR8I5WJHHWpXdqMGCLaAmnong3eVTZM8g53D8IwMaeqMYmRQpJmp5IzQS+7EXGAMnImQ88JtZdYReWdtToKdIsTGdFvlulOGBlt7ovMppwH6nwINJEozl4KtfYrVVBy8Rhxu9ORj2eCT2K5v3umfDRdiRR21H7SiD9Ka1FqTASN8AmpKeBeFW1MftHf1AApNmCHFceQLovVAbzE9mY4eRcOl2DThfcJ3KqQgBlk6lu0KPMkCav9o2mRg5tn8VRsauHUQe4D1\/iDbQLnDxyImt5oEHgRvly2oEQdNaJPosCXc0jdksDZoL7DUXdhQIrD5\/NebJi032t3iG0KzC5\/0\/VSK6p2IAQ9BxOWALBytdDL84i6mrDjIwxXqsaU8ySkW+4Nh9JRfvNn+WKDgjLLz+lPteNMThtX430No8KoWut8wkt6aSZpDfM+0DaUvpNEw\/MVlHXtX8YDRKO1xReoKI3J3ix0BIOWsXC3zpu2xJO\/dlSBbr0\/hZCirRlpGBfkf4Qajun7BST8yD+wisp9irgtto0\/8jGAoOK\/3Vjdcu+2bmQ3Drj+LdfG0WaxbgirkWf5hjcRewum3hKr3bxLfSXBDucfFrt8lnOVw7Rsa4UhYztR9rt7pzXd+hk09jbWnTSsSi169z+hgJ2WhqCOcP2qvTJmH+EuOd2srcA7Uxfd6r9k4PJEIBYr\/yy3ysplBUJ9ckwciKLG0IOiV8uhO9L26km5qeQDCk98BamGdR0VET2CEHatIp60tzE\/NkquKu9KSl+3fVH42\/96A5Fc2mfQ4mPZGUYTOCiwkmzujn6GnYEwpemLSL9KP+IqaFvtK6zI49P65npEZewuwg1XVwaaCiefFkvnJNnilCb6hZkW5ZfRP1t7A4XtilkcpXugdV9g36f7dRWt7rJ6fXBTH9Pl2QkKrnXmjApjUoKK2uap6M86rtwOP9sfK0Wto\/kG2SQZB4tE5IqXQMFEASUcBtXdmUmyoKlapdUyOIeQgGagJKifK6EACUkjSYJeSpNlTwCvSR8iRIPf7GjQu5hSgAsxXtcSvF56p43OB\/JVD2oeEmeIhbsInf9mRD6YcAZylWQsYUXo0b+jzj3z+Gh3jyrjtewZDudNcJtfnBvchUHq0GgM\/YGJWYksDZDb1GO9ZDdp1PEOPnn3cd5\/1uYpXlU0qZe8H\/LlmuNvDdOxpAfb0uJpb6CYZ+v5NsUWTRnw1VZ\/f4gCDNgQk1aPpFfqdTQ2JD\/KPDfZ0aDdNh1HUIjxR8TRTI59RogGZTM2SFZWQY0sW1gefqcuhiaUvQjLUugfO+xdJTIiYtkWl7D5yVrJmkBDCEZCSXM+ipXal7oPe6IuwqriqYqTNGAhH53MF0rrHf8IS6WWfogYU0YGWSDgfxqo9DPRzk1oSsnaXWf+CmbIusGIiEuv0YnubVkkEqnLWTyAwAQUgisDxhV8AbjeQklCZVxNtSkczVJ9qOXjXx77XkLy1fFPqpv1jfYSpYuShEs\/PSf+NhUDCz4dVsb9PMrDGQrdoyiSyQ+3mLQsJKr0a31h+y0Q9ran594KjLUpoEkGm2v+2GioailYDtdWM1kENf2om9X1N6KbJG3kBPhMtOqzokGpSNPCqf4HdQBGqIC7SM7PJBKmIy8XY9kwHJv4KCa84dV7TncJf5Lz+eQ1mLJrYIs6WyUufUD4+oJg1XvQtxMllhLiVbht\/vd7pvHc4kbzTWeoVN8zt1pge2beLmTTcNkTeHew4ZvjfKQBvEz29A4mn+iM3RI+aoS+ijWsdcXaqPzYk3k\/S4yoHFJJd9JfjjUyUgoX796N4RCTBGvCoyDSVJZssvgBWtYk59a5R7ETiRnDALKAfffhVohzV3qLjCXp5jD6TxuUQXWX3UudFIwiJ7zkMoaQpKpK1M\/ujUu0PUe8VLl15kJwtESiTlZbQmCJevILtAu1FcsW7itGKxuEEQ7OwqRKMqarGXnSI5yn8g0b45feHM0GO26o9tsh6AN2e27cZuJZz1wBMj8CplcQkxa+iO++siJ9Ul93kDfGC9cOaEI5iU8FAF6fPSelot2ciB0vgRI16\/s5wDSVkK6dGUQ7\/ZfHQh6BE4zgAjKqGtnawBYvWfbbThIZWq0BPOZHWq4Z\/9qfAZbtUGmwwuuOJOWKwP9vkP5zX8fq\/Ocg0a14lu+lAGGUaBWQY28lq3jQ+L1r77aUjLgXIFwS5qHdPj1oY1B9SboMVqafYHYj7pJc99Vr2teifs2F5ct5VGSQaQiH4Nqs\/fnjYoZJUXO+EbVaoq5HIhxkhGo7gOGs4WLN24+m5OshyWxt5Jd8jpD6bCRDahfYlUKhtkatDWuUyZsMqES2naf4dy1i9fzzx4D8F8cfxE1sXVwORwhiy1euvGr8qsRk5s9gjX5GO46pr9d6iSWtJfIgarbN7jwWR0AYUu9G2omXtcv7uZLxuB9\/WG4m3H2GwVQjozbsVy32J7Qcdq67tldd8Wesbv9JJbAOpwqh\/ObanUTe8Al4vG6whaS26fhqhtaGQ631ReWapGZbk1HJkXyb3m9l\/cryR\/MomMrGKd9\/ibbqPPx3WD8XfAegY+sIsFdz7bN4D4FHXyzCUSeLzbl7IYpo09UZGnb45nvJ0iFnDr1nUrPpMirNeNJXZOaW+CpK2MhoEhBgEJUf4ccbpUgMz6BnJrqJcXBdWilea6yzmCpvfEzwGdMxWt\/msMRvKBC+OTi4UBLvRXZMLFwrKZei8c\/DLyTPxj8wiIvxvTeTc8snqRr3zfDQdEvjx1zOGqykhU5\/pHbQfeEmjqBUOvpUzQeKEiEmXw3\/BrSTCXF\/druuGwU6vCRC6SQ40m+Lpvv29toJu6QkKjWTMqIBmShen\/qxOmj3k3OC78s2iqrh\/RXcIfdmSokyP56ikSQMP31EH73dQ1fR4son6NXo\/Gh2jx8gDl8Aexomz2TczP1MmEFahFeKeUHnXo7XdT53SE7nppP1bXUQoOV\/lV+P8U1pKuHeJNyizLGPhNG2Y1K9AyJ2AKrqCD\/Zi+Gm4InXrZEqabmpMGXTh+XfCG5NMLXi9iTRrWbCS4d1L5eE+LtT9J4J+poFOxgx7Y7iJFXn2Aizt1w8ph3btxITaN+W5HXRU8GH4wPzbzzwxjMmh9Kk3ugqexXsD6X+0VgS3lW6K8qBF4Lp82BEdmVj9Gdz9pyy0r6iNWwTPoXBCVEMAg8iRORfJbRLuD1VYKkXt3ct4MYYqlzvT7rs6AabNymqUi9trqsO5DSDoP\/OogDm+5rE2V2d8KtRHAfxZAxQsffo5AXpwNBZC+TT73I\/bqEnntr6UJEiba0GsEc2tkLFGhjJmDj798su6I1wy45Ed08Nv5l9nTsIbP45m502zeeO+FFlO2aebMR\/0vgHvmL8GymQWwrA9ZyMSNsVWk1o0cdLXS8MBl36ZRTFMfGnca8JvzMl6ILHyzwwdFdFXv+utldat8Yqc5VrsKt6PfPNlvLjSS3PMUsMQY4GSf+MhAJ9STOTkuSPBnuyoA==","iv":"c77f7b03d55db784a7b9037fcdab63ce","s":"f3ed3682b0222596"}