Marketing
April 30, 2018
For luxury brands, building a legacy is important. Image credit: Lexus
By Danny Parisi
NEW YORK – To build a brand that will stand the test of time, little decisions and short-term effects are important, but not as much as establishing a long-term identity.
{"ct":"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","iv":"f71c549cda8af60a675969ae808add8b","s":"ed1a30b6ac09464c"}
Share your thoughts. Click here