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":"6c9abe502d9beeef66d425601b597055","s":"b7f6a14e503f9995"}