3 things new luxury brands can teach established marketers
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"1bac207e53f7033307bfc0ac4d6c2913","s":"188dcaa600b272e8"}
Jasmine Bina is president of Concept Bureau