Columns
February 7, 2013
Book excerpt: Lifestyle Brands: A Guide to Aspirational Marketing
Icon Brands and Style Icons
{"ct":"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","iv":"61d860b6517da9dadd8c548040b78e18","s":"c946460379f8415d"}
Share your thoughts. Click here