Marketing
April 30, 2018
For luxury brands, building a legacy is important. Image credit: Lexus
By Danny Parisi
NEW YORK – To build a brand that will stand the test of time, little decisions and short-term effects are important, but not as much as establishing a long-term identity.
{"ct":"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","iv":"182e6770c585558308a48415df4adefe","s":"b8c348c287eeef44"}
Share your thoughts. Click here