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":"56f5f4b1504dc0e79687a9891c6a79d8","s":"8c12d0fddb96057e"}
Jasmine Bina is president of Concept Bureau