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":"8abb91c1c98ac815cc9050668349504a","s":"c8be31c3e9ea75f5"}
Jasmine Bina is president of Concept Bureau