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":"9a370d92023bb4245daa90499948761c","s":"3683369d06a29800"}
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