3 things new luxury brands can teach established marketers
Posted By a Luxury Daily columnist On In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"b288bff8fbd540be0307fb0828ea5f0a","s":"21011137d553978d"}
Jasmine Bina is president of Concept Bureau