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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LmWrn27VpS1lamYtcBXNth+it++HBAnQk1OaYEHg4+M9gkI5b4T2g71vwqHDI+y4cPNMoXNK7L\/Z\/Ywlv\/EGwqSXXDwQfOOtk3Q17ZqtOTxeEHb7gsC5SVZGQesddltJfU1g6pLARO\/Do+0+kmX1bZ2M0xnAkdEhySgrWjBiSYLP27pjtX2UaRWPszeo3i4gXpFwgla5F+lbGKbeeAcYKQ5tZJoWchKdtB+Lp2GStkb2D3oFbOdFw5K2+OFZg7dCuzNAweSECOzB3D0Olgq+kzXE8d9lwDFahSL5DdB6HDlAbgILnCAJOudZe4dgPR3kQfQ00pDLMRs5WOeRO0vwSysgFEr0uNicw9yrx4yScbh93Uvujkai7jEFVPwFUShCoRAUDO2iNkqbyLMBaEUgL\/+Z5HrCJ5d83zb4jtuJSWxHvQLelgu8D0nOSrKz83zKO0oEXYaqHdU3ywBfuz6VmRxBLI73lAZUrLtJlyhaQuF2kztvcvhQTueMurP4H8d3bTx3a96FNYI18LqHrQzEKXDBlLT81nXRwMTqAwRIZpWgsQkG6k+97lg4ECPEKBhcm7JqY+TD5UkdV5rLi8+5JcKb6S0v2CPnrPitAx\/kGIFXAnK4cz2hgZ9Sct6Tj5gPgYtAFbl2YO\/3EVgBmvq5zRBv3AvxPW4uYzwRIBgcadcgk9CFg1BmpDtAe399UHuf6l6uerFesEyjvDjbc+tZ8o1zoye1O7z7mGB89Q+yjO07cvNNma8KnrqJ04hfVn4avfuPARFgtI4ET9pqYyAKjY54iEwy8lqCYDjKsDkjeMugWfdncDFFZVm8pjJFK1rniyQY3uGCZCRVJpEKu2rCfbztiHfQ1aATU4kcBYQncSmz11EaWdQSuGWkXCPTeCVto7vAmFSqwdyHlu+IT2W6cM0KJss3TcHvTDOlErX1H0hgot5Jd8h\/2wx6pF7huG4D44cTvjv8QqHfizPRAEbYnRa4QxpzOlJyRxbVWrOCcBcZVuIQKpn3YULNTSRvomU2N0NgkGPcf42GesUZWVYdlLOYiCulAAJ4nfoJbyWDpXgvo7mWEowf0J2DWUVvb2SSxY6RodoxWDS6Zrc1J+bB2zlCm1MrH6eVsqu1yiKCYnM4CBLk5X9PM8eJQtVYtq6DEO0enqdGIJ1eSgvZMuxUVnUxpd5uEZhmh3D41qaaU8s00xJMa0AOsp1Vni24QMyBHtjdCpgQxTzgYiQt74LquTypWU4V\/aKBQsaDta2emzoHIjavA8QYL2ozMAAuZncmvBisLLpP\/qv+TG2eZRYq35sUGlwrjr9PAOI7xyXp2tngilpum5G+dA5XMCsjj0b\/xCst\/pno1kTdA0n9jxcTSuJlscW6MSS43X3axrskDPTwKWuhh+ZbCXJsATBC2LFUYAVM6IaDcEARATAoaJ5G6LLyVFlWPRcwqRdEbKRB\/fekYZEzABuo4ClUiUIQhSGkRlVnQ1kEEHBPkuyasN7l8Dxc1D3pIC8pOrdH\/YacA0oIoXYMRCbHTMiH\/oxE6\/VUqArxWzWoMQNdeU36IkpEGcI4J\/MYaJTSFrVc9BDN\/QaMz+9dB73rzn80\/XmtWu+0D11xFpYff1\/A0jbIPthx6UNDT482NjjhMlq0wkW9s9a2oBaqvmlawQCpKNYI4gTV+qgSb+TGdddfNWJtbIt\/BWWYCpHfXRcuVJ+A3HFTXCaQJj43kYeUn431UPcT\/bBdQIGhwgYEG0EdgnEKYZfGRDCfqEPo4u7+e8S6WxiADnCKkbCeUVIJ3gJT1hspwDJiAhg\/bhXY\/mWKxKA51TnwM7Upg3iNAu29lSZmyQNhsWu7rZVTSbwN+1I3hCBJyVyHE2nygbfPmydn9wPewmbSi8Wm7eRhIWB0HLcCx7qnJHwdzmkY6dvud95HzlItr+QiJDdirYLGmo9vM10YLMwu0Qh7299kzNj+bXkE8eqp4jWryiBy+E0g6rTkzMvV9JaznBemxZTdISIyMw0Lhe4cjJqExBTbge0DK1cr93FgrCT9dNeuQDXauZjcptZp7+WNXogKOgjJo1Zc46\/mdxoW+b2VC6\/2e+2btrk6631VFt3dqA1gMFHu3jYvakoQW\/tVvQ0UJ01tZ1UG8UalvIcTgBKkjix+UdKmyHArgKwmIpZe7b9NMY2rEuiegeVoGiYL\/ZrUbw0CW3VrcGhoQXVX9Pj1+V3TgMfnPP8+ioO2hp\/EhIyR7sUuSQ0+Jpndg\/9qIcvWRomTmRQNxpImM+Ib779zrtaCY8MFgggU\/Z1kb8OKXiRCHD4GDGYghfskXdiLI3cYZ+DoQKN7S6ffDiei5wJLPuRLPY1Dwv0jacv4b17\/gK1opmIe7eGhcxGWMzZ39pTQrBpqX4aScByCs1G7\/5atQubPjSggmRH6rf7ISvLirCFcZX62mGxm5yTgR3joX\/ud0MeSlfv0y2d6lNQUmEV2VjZtndi3j4nBU9tUxbxbqu54xcqak\/y6ajFvwK51TlnTgkb9oMPQrh97j5cvclXPO5KUY7wIYNC01EpLyPzp0gseA5LcoeqdFUU4+FJwLRmVGIogP+vsResuz25D7qUABqpxgAVnXnMurUC3K7cYaCtbcW6l2J086HSR97mTcS3v02TZFVtw8adYFVBL6xrdBHqIoGRtTKLwEfK7CiCX+xOc5HwwVNcWYMGzd3+AfweKWR+nWYjD+fk0ALHwITEIU6H4C1YxOamJnHUU2BmoTA53HTRTgkosTslgQ3SXmPpCbqht2tS\/s9hfpp1z2MDJtp+n4VLAFY1Xm5hmalToURVU3Uu\/rbcq\/wBv+UxzMdqA3yBqktmrv6NePKnPhr8mX0aKV3iNw2xV2y6ORa1sxwDaoi3HCGUMCHyOm7AiFhnbcgt6ib7oXWXV0YvaLQzSu4RKivDvPsm3coI3L1jEuXgbz46JeU4oBmCes3TdN1b11Hf7SH7dlonyqqN1kccUtbRUk2ik2JfK8H+nwoNFFOiR++I278tk7kxF9Nbz6fC6NQb6+KSh3+Qje6LMBpwNNs5wLjABEyHbHc4NGC0AyxM5ORAJahrX7\/Jao30PyPFZFPi7iznCeSHpZxXDNCs45a\/gklOdYVpuzmdiH2x6xCVhm5LpmfR07E32Kphc9FLGYyxJZVf7od19h8wHimv21SJ2doi26e0YveBc2nujWNUuV2t0bmgIcRbdy9wYFhCkMqx5s8zfrHxEWfmZaCsvwX8VK66JxE5Y1eMFs\/ygn6xcawAYXrEhy5QyFpzyMd\/lk56ruI0GGXtooNy8S2PHF4rnf5CthXFYpxBv3s7\/gVDHv\/0Bna8\/Ooc+OWx5hTcGMwvl5WF5BFpQovrmPMcaxmaHeXbYSY7Tz44p0l35\/5eFA7wP+aaWNolsdPfIpsv1WoA87W9SqJqsKn5ASPC97kdYgAT64ZM9FPKg2JHoyO4w2Bt4QQWOxQzHfIF+NjJoeN\/JA0L64t3UjyWfNPrbWb9RPbnlnL8dSjuXbeG7Dwp0kd1mk2UCKeW3C28Rmp5x9CF13Q+1\/zm0QrrvGWYjW7CyWzKcracyQjQRu7U\/9szPYvKK1VPuEEBcjRAKhKQtjIx3aViUCSA12Ys4h9jsc+B5gGMafUauT5AhgsF40fL2Iesv3TbSxxwrZCh9+8UUKl58VLseyK6K4TZMkf4TpuZxnzsIc5xNVYDcZLD8NTVVrQpkc+3nI3WC0e5my1Pk2OKQFORTtp7u2yBCsBVv8mleRYg4TruFBdvMxy3rFNF9\/bnr4qq+cpGjO\/DFaXY57oMpZFmc6MVNgSLY\/8bxRapJ\/sFOpRAE8hMmaMV+Tw2B8fN0AJYmYIoeH27quH6f4jqI5Gy\/jNwOVbHt5Uj3+csa+jwCLOCBsa1QfRU2bA5Qi1hVUJOxp3U5q6AUVqfzALCpvpJxpy5vDCT3PUuaME+H9mCTpBmQcqxCnYbWEkCwOoz5Bvef+6JUJ1YHo\/e6tX2kM\/o7vt1xEs4COssrk2YGkb8Tc9Q3CaTMc\/gVQStpo04mc4EbaleeKYC5eKCH5w3qjq+AgMqwYksgJKsOSGHzVaPBpZWA2xT+tB4MXjV8VKKnQ00Y6crDB7RPAnAfa3IoAkjsKhiLVvbrbm0bpTfh8pvRMasbyjoAoHIMEMUlkc0Tgq5IE\/bOksGB5aJeZCiaNod965S74YBq\/K3uEPQzarbQnEmcYuYAmEGKRCenVhrAmwM+8axYrEnsKNxcIpMmIXoFllD1HQKG3q9iFuBxZsZR3v3plhPrS+TnFEOrwPw7ULHK+DguXyNhohBgQivCNJ3vn70l5H9zVfpr4YoLsgnv8ptYOMUp2PlykKxh2z9hNp\/VEkwIiZDmVJ7LflsUqXEIwnfW961TGQhzO7rFTBT70kOFh9eSgqOuzEW+2kqfkRnQ2K2E0ND206CE03ajMSvjO1642bD\/RDo7ZxSez+vmNNv\/LngtPC75faHoykdNdVtnAe1J3mYA+Y\/PQmYkfTSu9LCXCFzP0BtJCGJU7AZquuIAm8x\/XOtMmOL0zbKNsTo\/TWbbWUChHU\/VbJmR02EFfK7CmNPdBIlOOLSMMFlO3D9exfyz6Toy9Dsr9v1FbMofpGgcrxs336\/3NGMpA6R5lvC\/+OmeT06Pn7aRObI37KYkRPpEj3ZGizu0M4jG19a+oVJMKm+iFErYaoVba7vdHiLzFUODPNdR+aiN7x1909YSMyOOv5OpzJ9fe9kPFW\/28Szr9DvUn97jAtPYyxBaaOGUNtgq1cEa2QuVuEMhWWzSXHO4eNBHKsjwMO2B6dWxIGD552Am0QPNfauFSiL8HK1C9sPkp11SKGKhj8L58sh8BH43lk9WmftJ58A8kKSbb9ANCn9964QllfFrjuLBGHTTh1Sfbn6s2XO0geK4vm8KJcrcTqzaIMmofwMNlc+gppyOVby4AXL9WcLaiO1rl+SPd1jx9wreP56toWPA+8oD1VzdP3DSLvub86r+W\/gpy9UDP80Q3voTsIHUpMhpcgJXkphxBo\/o6GNQrz+6XZi4Me4RzR4+ejC25C1AwpEbr2wQRzLoXVHuPmJgpCMvAZKnyoWeoASoc1o1fRTUxguTGHwhkG2+874UjejWoK3bZiPLNCFnJF9QET+GsvZTxg6ovgTzH6K1hvGtH0BhN4KI0Il46z5ktKtWvC\/JGdZKenloYVfszXtA7kCY6x7imlLkjYcCMpbly7jOTq6npSTJtOdhktiKi4AW97wWKJaKvT8WYNYjsHfQSfqiiU+5j9P+Qyz5\/CCGQnSyGijRk0mazkhMhFY2vsiuqOv+TIJkKFXlMjtxJPvH\/XjYt+iYiMlfmgjwMrNVJWIfnGeYKwRFvXYboiFpA0CMpKsTGF4omYsLK+q9Wx\/S8YcAeDmAJxNPaz\/2qpWWC9tQxs9GdvSFJ7AHOCGJ197zrkOeCcs2H7VpPhCpHWtGJwLomj\/qj8J4lqqenbn3lE59e\/2auSavrIWMSYqHruHwIbiC4oNA0sJhi+ZM\/fHT6lODzmfTRSEhjY4reKPHYpaDMeXHdfH8xWPLWSLvmtMBKzWNhubs\/V5elEw4Fg9hXU7rpRx8X199S7JrZTdRtZTPh7fgz9Gklt7Rkz\/KFdMgLnDXuw4o4GTSD3XTFc9Y7Tm026YfWUiZs1EhlYlTNa2BmLAiqe4+ay3xqS8avawiqO\/hxLnNafM2qzBs342IXZO84Du\/voEY1nJgEezBjgDaBAgGdhJYks2mIxq+qLClnXAcwEy0BlWkNoHw8ksfdm4Xl09bTNAO2wC9IYaD1WjBhqywNs5mTqJgvfpJNTcyqIEDlwS27TvTWt\/nuu99qD3sJJ47t98pDD+ORrCzRKFloPDhYOTK9D\/8oQMKmxQFPsjMr5eUMJFaq2YJMXK1FSTBnYDGw893fUXrhJJwOGX3X0\/pCaYO2CFzMiNMO9IOlFs1ooYyybRQrTpm\/xK0rB1nSjCM62rv2PjYJPAsY19Dc1n0KnSuQtM5wRH7Or3TUhqcrf0E5brZrUcUA9PwRX+93mDP0d5JJAfqnYBJ8P2CeoGscOjf9ocLDXUNuT65pA1d92\/Cqqk0SEM87jIqWdiIBHsmaqCu+dfj5WJdf7WSDIHxsUhsiifuSjPo1CbK4V2PV\/W2edetuKraCu08SLFI7sQseCxOF8F9MYGDSObohrCF36EqWSAidFCam6MF09R5tQpCsGBvUpfwGdjeInTr1O99gWnUKkNu9UbiSZLXa8okoRSxQe+iIr6TZKb\/Jg1Ac75hDkQltpMricekh5Q7TLzMBCwv4RGSpxS70OLpsyLOUvpVA1kZyvmxUjljaHg4Bg8Bf7jDMkjvQgjHSL7EG1pyv8wwOzcRP2RiVCQEnxiSjQ==","iv":"d697272e63809b092ffa20b01ab0f3f2","s":"5ccdda6a34d48a1c"}