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":"2e1057206f1fa2fbd3f9daa2a0223c58","s":"94243ae88211a84a"}
Katie Lundin is a marketing and branding specialist at Chicago-based crowdspring