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The Eternal Principles for Creating Luxury Brands

Dr. Dan Herman

“The dream is not to own a crown. It is to be a king”
Gian Luigi Longinotti Buitoni.

Several years ago, during a project of designing an exclusive VIP service for a large bank, I came up with an unusual way to attract affluent customers and more importantly, hold them for the long run. The basis for the new service concept was an insight into a major covert expectation of most of the bank’s wealthy consumers: that rules and regulation be bent in their favor. ...

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