Abounding luxury myths affecting brand performance
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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JU6TD1CbH55xnLwCPfk8kXmEqRu+Mz\/O4K+akjzNmYlWLX6QnzJKh2D4rvaHgCnP4wQyhXO+NWqS2UL2T0gxGzqCikTIbDSA8KquGn5FEstmXdduhgtMdLRYssRLUB5YlTORAoKOaUCxf+J3ZvFBLab7EirF0HKdUP2E8PkYMMxRGzuP9aLWw6LJj74cZv2P8OIM2mOGv0p6Dc5ynxCN5sksWClfK+h4W5ZE\/YWeh0TCXfVCE3cf9HBJxwarRmx1\/jASLKqP7OahnfZJfyYO+iv2StiQU0AFtTnWieWJj9YKLxqVBwuDGhE\/OW6\/iVP3FJMi6KHsrzF8ipSrNCrWRPfR3bKGJk4nRkgxMs1QwAfRQgMWrfoseXp5xNGCWR6wFREVfu9NWFqOlVlwYZb8UlGUQFS8wqaL3aFZ\/hJT44Wj7cWSgVao3awRc+UElXgUoiG3ur1mpeMy60H9AgEDKCFwuwaYcyqRGPmFQOsBQbepx2970sxD1S9DZBYUUS2Lx1\/rhzqe\/hdnaN9OBxgc8JzIT6VjPE+6bR1ghrN\/CmuDZAdaJcJC+N0Ei8Ps+KMalBvH0n90QSjWutFaE6mqk6fomyf9nfryHqUfCkpEFmjO8\/g862NKXR1t5rYjF4ET4A6aUCJ2aDkx8tV082egK6csl2ZF6LQ6fAiA1aSBviru0bxaNwEP8y+gJe60Xg5aVE9j+i8EgHvfPLMFOt3RTfa5sbm8vGGE45sCZuB7k536jZkPfBaw\/ZtENvg4EqvfIOTLaWPSYV123V7Ffqr2DaivcLIhYzzIi9gOemfiEhD0vBMZhB7\/HBGRqKETsRi1H3NqxAtQjQL2O9lndgT9pUB5ePOaJzgRUZokoG7Q5mhFgT1FwEiSvauMlhaz1CA2vYu4UKO1domNgJ\/6hQhwjykFrRJkB563LvBHhhG37naWFsYW9SWpBTcdp3P8OgEGcVbK8fD+Ku+JDfpB1OxwOtk5qusvrKK2LxlS4V8NxxKyIX+RJSgk374QzW08ZP1yhVULoFoyVPfK7\/PtdCA1UOaxhfG6FGL4e8413X4aFNzGFZYQwN6n5wmjNDseimCq9aJclxaTTzocfyFAei9exbPB\/Yy6YVb8l++sXJQfE20w4PueexQmtByO\/6br+6ucDp2pw5R7yqp\/sMJqqBH58zhHN\/Tf0+2hlZCVX107gysKypOAx98epqJiSXb0XN50Wr8As8wAT80uSm5EW7\/vQkn9Ve2sI8tpkN9o9THVzqyTM158Yg\/bMiau4slvq1yLF\/I4cn6oVCrG+kaGLBcJ1EXIgxtxxfRi84cCjKLVqmTc7Qy8zyOOweIJJ6GgO1Em11supwtqM8G1+7WuQhNsf+\/pysSw7F+DsZg7ZqeacR7uCh5sQIvzY6hegNmcNRgV3oQzABKRJZzRsYv9qY60oqvetygseUxs0rVjtH2pQCocIp00z+SbXLO8yP5HLbuLx8IyqiS7gDfDIk9wJYI+AEpDrc43Uu+N5G2HMWMo2a+EjGP2a9ytrAfeIynHqgO6cbZEvNFD9VeXQ7CA8ACFBvV2m6NwOEPQvYHzVrygMICUTGX6jY9sxB5XniF4kMudBA2+QEbnADSgzSwkH\/DPU7LAm5kWHd99IKOOdLxwp\/507tJvH\/wLqprXBJ62DWv0u3CMrbmKnMfLtCvey\/sONdnSyJlwqbygEHdVy+k69aVcLUpifxe3Sh+1yuAKyhHbj7SmnV4m1X2nNNY0SAaLPnAJ7RlqzmzEQJbPG4p7E+0sC57ZmpKWUnYMoEKKCEJXegq3WRd9RnZIfJqzX+yR\/uPA6WMbAkkFMz9mvQ5yYZCh0pluGc+\/q63ma9SxAduDjwnh8w50Y2VCTivMFRQymOpoQy\/EMHGpIwSwQm3UzoClp0E+rE66G+U95ru+igZbG5p16hJ8qnruMaOTcP9MWgOzJ2qEvFGB\/PHEKFRvQTse8p8pIicqt1Z2DeO+BAjoS7xaDZIQgMCWabFUFyUBi0mERfJiFwvDFClo+uFDuopW1UW2O+95ffvidIU9xmyv3sMsstTTMiEkAaCs9kS1zr76aMBivQwMwsjsyy5S\/Uwgp3Rb15h3MBCyRvjfDznj0GwCFmaN6PtnN5eaimreP+Dm8RZTJpYNJ5tjqdaVe4a3qfYNluar8uCXymE5XvQfVsSsIOn1Q1sYYjYR6mtmVTAgG0c3uzVmMamLWp3NvShw+BPBJKhNsfFSTimGaSMcFzE\/GzcCbBeJoQ8aYhfUvohm6rVinJBtel\/+9Tm3JQbX\/E+Gyty38boLv3KnSSz\/O+LFrilxf4tzfT7YjigyzdfJwNWXbChQ5EjGHI9mI0Nb0haJmVKg7qmY95f0M7pukCxk3tcNaCdwg1mH2Qt17xfAMKj25KW9LzQZgvRQQTYiRuN2yAxaMKk1yoRa\/OFoww2Wg4lQ0a89jjDeYDl2byLpzpFqQZGD3o8cXg6srAIrTHTOG2IF8ylzjISKEW0FcFGN3GzqlAFOmP5FQHhH+nUh016QQ1WrLqL8hQo+RvRj7UmVlVg0wcOFU7BtL+CxZ6wcg87dWkRtMo2FZ75mnQGkfNamqObriByGT2IZ14GviPIldlk8tE9dE3qqIqEqqmsp67CZfSlJBmHWHi+8HhPScfcKpJm4D6wu87zsfVNTx8y00F0\/PooQYen2xK3W\/FjsgobAAf9CwIs0v\/Ayn83dyA5gD6YbRBmMhpHxPZRPhBHaa6MiE7sWD2Sx0Fi7Rope62wPpzggO3UJDDevRE3JsmeamKKB+n0AthJx8yrbLHQDfsFHP3SIUArpK7\/RTiUjAsNYZQ4pBtp4WnRKRpIRaVX8GH0iVgZcSZP6UROipeo61XuVtL3Hq5mtAdcAZzKnoi1FtUGkeQQi+Q95YKGRfcL4er4sU8Co4PVHfTo9pbfH2gmThP56sVwe9Q1RdkQWX3+RZqoOBdURJePvy6BMw7\/r10M\/eLBB7qwVVoJ+IQ5PSM7KnS9AboPl4by\/WQlE9mL10sbBSG2kxNndtb+9UhhLn9BDgMyiy2wBWz50xLGMktO2MkEcZnG1z3Mbmon8O6Uvaql2h+sZzrL7k7gDLdfGvcki8AOrTtRWHe88qGoKibORfF7hCSqiNhqSfxiHNyW48EWCQuMGMB+KXZZpokwBDY2BiMrYMu6iDCswRUVbE8NYwJ3R2xNvQqvPgmokATw4K4PokSermIwE+Q34mBmFHJb85cI\/eKm34z45y3vTl0Mh0DzQBbC2vAQQZSGEWlKB0hJ1b+SyzslkISYbBbaGtSaGL8f+KDULl5gmmEh1CDf4zKjy740VBk1YFVVFvuo\/Drxgg\/XZ6OnUWNvjdEQ0F3r0Zj24qDnxVQkFY9sdi\/\/OKoKxE5kuVuPV\/HQ4CbJiGtaYXOdB+7yN0rAx1bW6DfQsHQ47Wp5aq\/JPEZIGJXxP9Lvz\/VqSH2ISbIV8ZieXZ1hd\/Ku+CDiL9ibWu9pGsmBthsVz5bh6mw0PpsGf6ol2kJlUCKOsiEH\/0ibK0koCfhTEzkD702hTX03daVDbmGhLoN2hl9Oaqyvl8IGVPk7k6XOtEps46ohFhBajziIH9uVgy\/3OxjYXCaTOmPEuR6eLaiWqx3zerdxXLzOcXITlxy9Q1sT6nsos0hY5\/tCsEdeseJPBWcmQhFxutOeGFRhvhGdR6fCu9RS5MUiFg3XaqFGQ7UF24ePywpa6\/\/C22\/KjZrKuwoZ1kvK3Ln4IZS0XfioHXRSag7f2ILav3yfGKc2wrASp5Kc8ldX31u7g4oiVI8cdTjpGKpGZX7lvdF53bobruba\/ZEjN2Lw9kUvmh\/MVN+lZB861ypTAL8Z\/OBeUItirtvV\/Zy61UBMNYm4XH9+nWb7o87i4nCE6e4+PoGMjMkhgr0lcpD\/5VcpkGFHbDF64EunITJEcuNke2Y3HQutWUNIF1XiA+BTdTrQUiHH5NgG10\/jiEErGl7xmh1DC7eLwO9sBowM35SRYbAobB\/QZPFi5O+8CQdZIwCh1m63hw6Z2HXlp3iPMVJMrbcU8C2nyURTSvJv3WxZ93SLxw1T8UnahDRF2D99FXTyKox2BDRdVTOOm+XnNm5D+pZc7iKc+s9XT3fPqhBNsajG65SdcihdkVm5q5u9nazSvfX6M2KvK4c1IKpxtqrrcKBZPjjdpswm0xUzy7nsOGjK5M0zxKcHfAm31xTdIvUJUPsbOZs1SRMTyygbQEKb6eqSIdT9\/pmGUD1dyeZ4I0NQm8uz0IHOBoaxmBPORv8glucZ9xyKr7TzRyLRId7B9flMPIQPMNX5WbEPSAjjb\/TZauciWQxTHchejCd2VMh7aUfUGshXr4rnrR0gPCsJCUa6rdJ0IXB58b72NucQcXL8cljUuHl\/kMdREUAR61sz7TAfuGpMwnNahUPMOMUkWs4fTPgMqPEJnDWT91LNJMnSMj3mroQLB3c4VNxjcnEvukKAr59e\/cbPhFtA1XXWeSUaZ73dG9tCfs1TljrdBnMJmEyUhR+LfZypDP6OywC8wjFFB4qbvpZFsg9nBayV5rUksg8qEejid293dznrjoK5la8TizMmOF1K5U7m2Ojc7kZL7aAIXFhlHwi+tZRIYsDoevdB12k2pDTE1bRu8fJhWqE5fic8YiyGC8JLmfSbjGjkcwHogaTGQzekqIcn+OopbK1NrqxDcw4G7g8lCVfO9\/PDdQKbn9UEiElhEmKbu6oK2nFsebMKQF\/Jzjd8idwmQ80X6vFHTrIxBypHUBr05kp9UaZGXDt\/6uwNvjFTULOcqkRkS+F4i\/7W4kLis1Vo5WhK35rDwFvNrPYdzv+JxPlqiJQpWPHdq7s+9Mj0HKZtFMRgl71VE9qoT4kqzjvUHqh\/ga33r29Nvm1sOYhCBzjTiWDeQ+8dWynoHEfe8RA\/V2hvxjJBDs8MAOC95GOLJQ2Cioux7xG\/XFewQOaat5GuZJRxarIsaDXhU36TusuoYJJdxVOVQJIVlo+pRzobg6i5gc4ZTYnqfadXop8accv\/l3VAQciP7GbO8d+loCrLGx1XjzAqq7NvKJB3oihC+QjvaSX8ms13VsIFcpfb3az3wz+5ZoxFIIfHTEhH6VQjAOlVkbUz6UV0uFetbvP5GXVuqzVzk0v6E2zi1LqeRxsE4fdM6o4Yc6DKvRWhn+hhU++PX4YCnn5qODFYWPjeQlbcnso1SQrgTMnfgjM8omP40bZSw4fsS7AFMoZeunL0Zzcda92y\/HLpJxb3A9HpC7U1JBSSl4GjIGY1rFspzQ8pt\/xhgIn2JMofqD\/hDgKQzG1VSntrtR3uoynqmcXbjRyx67m7PZ2gDw8vwknHKS6mhKqCmYA12BMiz1jYg5\/akv7SE+olr9DbNncRgPffZ\/87yB4EDDGi1cOPn5fI3iYWtK9k96BlXLfWatXb8xybQsKk\/lV7YRKKqCqADEnUFGH5FyXxuPH9WHB9hcZt5zSPDXeNYhSJuJ\/u\/SKx5n4jYGVDPvsFPnVUTOfmwT+XWuLQaEEqZfd3NPjpb4TSJx2T3OTf4mxqcbpzYdAZWVIsYRRmHZjaF+SJtUPOWcTU7Me+1UVAdbURwQuiB0QOwE1kVeWNxO993hm6VpQO9lOFvj8Tq3avqv3rcNjYkZOf0XY1p7GYjKX2z+Pvk3mDd+qh9SWlf\/APeHjlOxOg327RzL\/AYD6ERhTT1qt48AjH60+Y8XQSARpJhfzFSY\/DFMGLYchyYQNIYKqna94usHVSspQY\/3ad153SFF7BHsFLquIUrLxy8x8GVp342upl0FkK2LPGEQR4ShFgHNumvhjifp63T+Ka7eeksJqm7HO0bkTgA1lYkIu4MV1ZQ4YV1249HI1ypVdJwtvB6i0pG+3AsZMOufT\/gdmUYMWMLk5M6dsJTeUzWw\/mlFxj6\/YOptpgDpTQhCJaM8vkBGRrbQifBssPw6Jl+S29yKvyCAWgZte6uiQnIezktWs52jJwTsW3DKziVs4YcEBZmbSG1RndTW\/MAzSbLDX+n9j8svDSIZ4uvKYip8BExOz2raRwb64+AURC27CDGzX6kdzX+uujWxO3uQ62oKuzGcDm82UOiYXnn+EPdFz3WngJjjfsQPoM0S50Wt8L6n6wf9T8rRxuSbTnLBtQie\/MTm1pYDrFzcNmlY\/V\/e2waVXK0KWUK+0NCU8VC4NSmmSDLpeO9Ni1aLrmh9mZKAExwRxHgRgN3TZJE\/iKFG5WifhPB4SLfubL\/FcHX+MrDmKyLew2UXPMXxnDpo1iGSa8v9OLsQNoAI5y0DwP9hLhXif42ys+FeoKeV9Ro3m\/QLdOrEfXkZe0yl+5Vk5Zv65ehqbhekXEKWvgBpy4YMb3cB72CGOfo0gTwaZG1UCJBIgTmWy9zYE7Lq4m4qGYIvB\/r81\/YuWZtD7nL+C5gV32q75cuUlDfibIu5EsIXRMAepBdlZV1Zhuy\/ao+Lvi6YMDK3VVvcn2TlGboNverf4EOBWwmiVrljqQb9N5tcmaWpWHqK2MK3qiqZvxYzJhFEXh2K07rTHKQA8W9OHRtbzbcOozm9UOXFDmHJKrqMl1\/nbsJfc8GVDpmC69Bzbw67Rc42WcvsQdCylOfv3B9G\/oXRKjXuBFyrkvKGLSESLI7cOwgFAEhQdCVqdrljePJ+SvGarVXjpMBZkOATu3kkvOv87lyi4vJcXoMFjbjxM+og4JLwM6x3N161zPHmtDOlAjERaCLEZKQLvhNzHElg3eY3Jy3neYQhiC\/qOeJjLcIZI5NbGRqbE5+Dgr5Ro7+i1\/9oBpNMl1EazvZssKyRlhvyGhSFrzVlrHwHbGD2ShrTZYl06SKtwaSGI5ftUnVXU7xFyqsn6egzLNgXyLpSo+1MFDODg2I+7DDZWUEn9fhxOFTyalIekY29iRD7Z1o+TtyIEbTBFffxu\/9kkmVGjde2BPF24ZVPBlBjg1r5wmOuJ6kRnrcaLY4EcWRTCApDYGGPDhs17aw0m4WK5M8zcWlXb5XpY5IJkJV0IjECyv5nGTANHQL09h2IROH7WtKPJZqQxcB4wP3E+i6QEELjvRxgd+p0c5pFzKRT0W7VUP660oyOeR6BcM+iEzBS15fc4+6XGX7jU1oWzdUO3MMfbvl0gz1EiaQL\/QK7s54G2+uq3nyHzQjgwMBYIQWbr7bi+bBs+90Yw+rozaLGm+\/xQDpHWTOMW2ZYtiifFORV52Jh2WO53pzfxd60jUTByzCrYOncV51eWH9fYz\/puBVENTRXbXiZQH3GJUnqpCZyeylv0v91FdTn\/+HJ98JlvYWnPYuMjK6iIgfGXS\/HOtugmy1gh6ebNuaXjRWqHyLkCu72DF4gH6Tp3\/fAgoXa7BD2U1MVisXzXxYLXe7Ow6eRKf2QWqaTMb4DJ7rFzbrEUdU47I1wyq30ilgN+XGLgZCf58LE2Exjm7gVvhPO8WRc6+oymFDDTPhflQEWqNuj5fCs9\/xNWaYtDcyiCPxmE\/k99\/AC3Ht1k4J85gaegUQblWfw7jNgBuNIocZ4huZLy+f1150WDDG9jPiE39qgxDiFCccFWo4azyiJ4rQ3R+1PNYu4CCKg9Eo+qTo\/CtjsEokSYdyiDf\/JUa6Pn9ry5gu8xaiBZg03MVrpnn9eu8w9RZOtGriYwGkaHYBo69U0y6Hmgt2S5Tuf70XsuLS8mmxCwo+XU+oTeglHbJoVnqiLVh+K0rrMKCty4CP5JWJl3T3XpfpMY8XARLYeX543E7vFTu6nUctaDGCOfSDLbbgeG5GvnZnKxyH\/7UUwtrTWbjlIIhSRMwXMFaEHjp72FPnGmZTbbimdee5t1rGVjy3+OmLe\/TSrQK6HcQCssQ6tDBt15io8cXvVy3qUyJB1+WUZb\/vtBAFh5nJ6w1YSulAxB8u8KcAIBeps4NSEkfiyR0nDTG5kQoMxAXetwWBeileA+aONnldxVIxQqIIvinX5EVRy5+lGExn3jNtzeYuyjr2ExvzjESojYp7ZsmP3ED8idTycMpynaeN8UFqua1Of0XGh4Paah5CBnRzdwKydvz6idAZ2a0MEUNk7FAbjxXQxpnKW\/TkDcc3DYmqxpqC1FIjbfa90sHTcqipzy6GYzd7MzE4GW7TSdHSU2KMiJtPYMji2\/p5aTMic5Pu","iv":"8d23f1b8a6677b9d10a0c62954e5c3b8","s":"039c3bde3827b63b"}
Milton Pedraza is founder/CEO of the Luxury Institute