Marketing
May 19, 2020
Most luxury brands have lost a staggering amount of earnings during this crisis, but a lot of these drastic results could have been avoided with brand audits. Image credit: Shutterstock
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","iv":"79861c3b52b013a4dcdc88820655cc28","s":"190ed3aad666a969"}
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