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":"e03dfb40d46f67fd496b501f7e70d810","s":"db039fd094c754fa"}
Jasmine Bina is president of Concept Bureau