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":"ae4243e598e109701cbe9f8e7c04d56f","s":"f564dea80f83431e"}
Jasmine Bina is president of Concept Bureau