Marketing
April 9, 2018
Gucci's spring summer campaign for 2018 features an interactive art gallery. Image credit: Gucci.
By Brielle Jaekel
Luxury marketers have taken branding efforts beyond simply a refreshed logo or advertising campaign.
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","iv":"7bf27b7ba7466a7719f309d069936009","s":"73e6e0070096bc07"}
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