Single worst brand-building mistake a company can make?
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"fdbb8d41813cd0a3cdb6a5ff6fd6abed","s":"c242f2764eb08b3a"}