Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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","iv":"ed23bf22a394824c52403e9641cae96a","s":"551649a877f1410c"}
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