Marketing
November 15, 2017
Tiffany & Co.'s Blue Box. Image credit: Tiffany & Co.
By Jen King
BRUSSELS – Brands’ inner workings have long been split between two individuals — a creative talent and a business-minded executive — but who should control the power?
{"ct":"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","iv":"1ce238e9623361a67a347f4d3701831e","s":"79cff55fd7a9d7d9"}
Share your thoughts. Click here