Unable to flash ROMs after factory reset

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http://forum.xda-developers.com – I have been running CM7.2 for a while. Decided to give Ice Cold Sandwich a whirl. I restored my phone back to just after I rooted and wiped everything from my SD card. Went into recovery, did factory reset, attempted to install ICS from zip however i get a boot loop. Plays a bit of the ICS animation then restarts it again. I did a recovery and tried again with CM7.2 and the same thing happens. Have a botched something up by wiping everything? Can anyone give me an idea of what to try? I can recover my phone just fine but cant flash any new ROMs. (HowTos)