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":"f795682556087d4d16b0b4eb93787359","s":"0c05236bb8b85a84"}
Jasmine Bina is president of Concept Bureau