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":"bcfe90acc1367d06322204e588d4c00b","s":"c2903e4ff2f24d8b"}
Jasmine Bina is president of Concept Bureau