Marketing
February 15, 2022
The metaverse will be even more unforgiving to bad brand storytelling. Fortunately, Louis Vuitton, Nike and Sotheby’s have this figured out. Image credit: Louis Vuitton
By Daniel Langer
Luxury is much more than fine materials, savoir-faire and brilliant craftsmanship. It is, at its essence, the ability to create extreme value for the client.
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","iv":"9a5a37d2a399b293f4d61bdd8b03e43d","s":"e94954119c4fc5c6"}
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