What social currency can do for – and to – the marketer’s brand
Posted By a Luxury Daily columnist On In Columns,Featured,Opinion | No Comments{"ct":"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","iv":"f3dea08d31a5f0981a12f6ec7e9a0c45","s":"41de16fdc82426d5"}