![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
Why striving for ‘best-in-class’ service creates zero value for luxury brands
Posted By a Luxury Daily columnist On In Featured,Industry sectors,Marketing | No Comments![Brand storytelling is the foundation of the brand, while terms like “best in class” are simply objectives and not a direction. Image credit: Shutterstock](https://cache.luxurydaily.com/wp-content/uploads/2022/11/jing-daily-113022.jpeg)
{"ct":"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","iv":"2f162e59420541c905dfc21afbbf9927","s":"3e98967a2c60345b"}