LVMH is a master of storytelling and brand experience creation. Company chairman/CEO Bernard Arnault famously described luxury as the ability to create desire. Image credit: Shutterstock Why no other luxury company compares to LVMH
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No Comments
LVMH is a master of storytelling and brand experience creation. Company chairman/CEO Bernard Arnault famously described luxury as the ability to create desire. Image credit: Shutterstock 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","iv":"b3d66f047f3a30cd9a92e76700600a28","s":"e8c99cefd1cce60f"}