Columns
February 7, 2013
Book excerpt: Lifestyle Brands: A Guide to Aspirational Marketing
Icon Brands and Style Icons
{"ct":"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","iv":"18b960bebe143cd62963b28daf4077e1","s":"e35187af80f0b1d7"}
Share your thoughts. Click here