Marketing
February 2, 2022
Two major disruptors — Gen Zers and the metaverse — are changing the way luxury brands connect with their customers. That starts with the brand story. Image credit: Shutterstock
By Daniel Langer
Luxury is the creation of extreme value for customers. In other words, it is how well a brand can trigger extreme desirability.
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","iv":"c3e01fba1baab685f80a55997fa677c9","s":"d0f9f307bb2f882d"}
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