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":"6f33dded621223f73bb3e5d44abb8815","s":"cdd406773e16b985"}
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