Marketing
May 19, 2020
Most luxury brands have lost a staggering amount of earnings during this crisis, but a lot of these drastic results could have been avoided with brand audits. Image credit: Shutterstock
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","iv":"62d862928d50665673e32c35ffa828da","s":"ac92809453233dea"}
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