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":"bbc2fc0a1065e01a1d4716c45612a922","s":"fc3923da594992e7"}
Share your thoughts. Click here