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":"08c8de43472c0dad80c8856b2512de8c","s":"af3d2ffc816b5b73"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring