Luxury branding: Achieving the total brand experience
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"115ffe081a759704c7763409f20b7ad3","s":"7cb170b4e7103dfd"}
Robert Wilson is director of strategy and creativity at RPM