Marketing
April 9, 2018
Gucci's spring summer campaign for 2018 features an interactive art gallery. Image credit: Gucci.
By Brielle Jaekel
Luxury marketers have taken branding efforts beyond simply a refreshed logo or advertising campaign.
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","iv":"13fcf0daf364dd56329239c666a1884e","s":"15d1ba519582e3fb"}
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