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 Bya Luxury Daily columnistOn In Featured,Industry sectors,Marketing | No 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","iv":"af72f62834569780be5ec3b969f6cdba","s":"e020d17641e307a3"}