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":"ea2b95fc913ff49a83d43df4f4e3ac8c","s":"2c937c4fbe2b806a"}
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