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":"5291c4e89ab397f425f634ec2bb02807","s":"8a99bbc784b30c88"}