Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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","iv":"f8470ee1055a792aea149afb8fa16ef0","s":"268a2a1463be19d7"}
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