Key branding lessons from the top 4 ecommerce giants
Posted Bya Luxury Daily columnistOn In Editor's Choice,Featured,Industry sectors,Marketing,Retail | No 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","iv":"7f030035c712cb729d45f08092a67d9d","s":"1e4ea55cb89ba04b"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring