Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock
Why striving for ‘best-in-class’ service creates zero value for luxury brands
Posted Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"172ee1f6606ccf6e62e45d49e122e8d5","s":"d017adc8658393b8"}