3 things new luxury brands can teach established marketers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"d4c48031be3189769fa6970a0d20f386","s":"6016972f77a4cbf5"}
Jasmine Bina is president of Concept Bureau