![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
Why striving for ‘best-in-class’ service creates zero value for luxury brands
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
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","iv":"9afb0c00d9a8a94f1ea30c6fbbc3a06b","s":"a56eacea2691e4b8"}