Abounding luxury myths affecting brand performance
Posted Bya Luxury Daily columnistOn In Columns,Featured,Industry sectors,Marketing,Opinion | No 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","iv":"94193d0dc56ace0dfc2e2fc07b24bd04","s":"e722d46fd1240192"}
Milton Pedraza is founder/CEO of the Luxury Institute