Rather than highlight their brand origin, it is more important for luxury brands to develop full clarity on the specific role that they play in their clients' lives. Image credit: Shutterstock
Why the principles of premium and luxury marketing are changing
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No 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","iv":"adcf0ec9565acd43bfa20868daac4957","s":"8164c7a885a81d1f"}