Luxury branding: Achieving the total brand experience
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"0b41d03c2274b9a7ee6cb5435222358b","s":"4cea7adba46a92e8"}
Robert Wilson is director of strategy and creativity at RPM