Columns
February 7, 2013
Book excerpt: Lifestyle Brands: A Guide to Aspirational Marketing
Icon Brands and Style Icons
{"ct":"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","iv":"3c78e0d9c69090c71130c152ee1c0072","s":"eece75cca9fd7d63"}
Share your thoughts. Click here