Key issue to consider: Brand DNA versus customer DNA
Posted ByLuxury Daily News ServiceOn In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"51356854ef1026e32b80cbf1e903c7d5","s":"a43cee4e97772e00"}
David Friedman. Photo: Michael Falco