Luxury branding: Achieving the total brand experience
Posted Bya Luxury Daily columnistOn In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"dfc1f0b99172c67359469713c1ff893e","s":"d084e0d9110fa1bd"}
Robert Wilson is director of strategy and creativity at RPM