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":"42a604c66b702f567573ef338dae5c13","s":"0c12a325d66b15f9"}
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