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":"a1dacad1a3e3b73bea424c27d462b8bb","s":"619c12c1dfefd3d8"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring