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":"62c8e6146cb00571a97c9c31bc3bcc1a","s":"21efa147ec98117e"}
Jasmine Bina is president of Concept Bureau