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":"8addb99722987864b46cdc90059bb520","s":"8cd998f9788fc1bc"}