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":"c54017403ec8ef4692089ba9e8ef87e7","s":"94981c2f06bf8e06"}