Sheep and eagles: The 95:5 rule of marketing to UHNW globally
Posted Bya Luxury Daily columnistOn In Columns,Editor's Choice,Featured,Opinion | No 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","iv":"6613f1c735d476f4bdf3f77ad2dd87f5","s":"40aa0a5374790095"}
Eagle eye. Golden Eagle image courtesy of the American Eagle Foundation