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":"fd3a339c6c2bc61115a0b2e2681fb77e","s":"dedd6676b8d5cafc"}
Jasmine Bina is president of Concept Bureau