When consumers buy a brand, they join a club, says Vice exec
Posted BySarah JonesOn In Featured,Industry sectors,Marketing,Multichannel,News | No 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","iv":"f72e7c4a8996ae3b65a3b58d0129c79d","s":"f3165b7399af6c1b"}