Home furnishings
March 23, 2018
JennAir's "Bound by Nothing" campaign aims to tear down luxury conventions. Image credit: JennAir
By Sarah Jones
Appliance maker JennAir is aiming to differentiate itself through a rebranding campaign that takes on preexisting notions of luxury.
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","iv":"63afbcba5b02e7cb851545172811c1b6","s":"fdcd5f24f8e8cd2c"}
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