According to BusinessWeek magazine, one common mistake in building a brand is to use "surround sound" promotion that engulfs customers in the brand message. The magazine observes that such an approach often overwhelms and turns off potential customers.

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BusinessWeek magazine suggests that a "surround sound" approach to promotion, which immerses customers in the brand message from multiple angles, can be effective in building a brand. This strategy aims to create a consistent and comprehensive brand experience, rather than overwhelming potential customers.

According to BusinessWeek Magazine, One Common Mistake in Building a Brand