Abounding luxury myths affecting brand performance
Posted By a Luxury Daily columnist On In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"c9087e9462585e1dab2fa4aa611d378e","s":"0122d88fd23c35a9"}
Milton Pedraza is founder/CEO of the Luxury Institute