David Friedman. Photo: Michael Falco
Key issue to consider: Brand DNA versus customer DNA
Posted By Luxury Daily News Service On In Columns,Editor's Choice,Featured,Industry sectors,Marketing,Opinion | No Comments{"ct":"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","iv":"5d0ec9142f994987ec5fac2a9a9a2aaa","s":"b19d566dff7831d2"}