Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
{"ct":"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","iv":"1103b9faa77d8fe97cce93279778b99d","s":"62d7c18de73168c0"}
Share your thoughts. Click here