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":"2d46e35646d7dc6eb78a831a22b90c23","s":"4b83f664bb3af856"}
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