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.
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","iv":"fcb8ded960a7ff0b3cbcdb8615778fc6","s":"0b006ff938801099"}
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