Marketing
September 8, 2020
One critical driver of extreme luxury value is the desire to be inspired. So if brands become predictable and stop surprising, customers move on. Image credit: Louis Vuitton
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","iv":"d263415d38c66e4a4082493abf7e36f8","s":"a8f3a02d8c599b57"}
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