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":"3c9eaa79fe149b1e66beb3e5ae29e74a","s":"c45772d48dc4e1bf"}
Jasmine Bina is president of Concept Bureau