You must wait until the router fully reboots after resetting. This can take up to 10 minutes. I know one would expect that once the "reset" happens and the LED goes through the reset sequence, that the router would be reset. But that is not the case, after the reset sequence (fading in pulses then bright red) the router must completely reboot (load the firmware) before the reset is complete. Any interruption before full reboot will negate the reset.