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":"b3e51439684cdddc23b4646a637ca99a","s":"39c3d7102c5d6836"}
Jasmine Bina is president of Concept Bureau