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":"3b6362ffe0e8bdcfab991ea1261c356a","s":"6ee819c4f210456c"}
Jasmine Bina is president of Concept Bureau