The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands

ISBN-13: 9780367554408 / Angielski / Miękka / 2020 / 94 str.

Ana Andjelic

Opis

This book is about the new forms of social, cultural, and environmental capital change brand communication, strategy and execution, and business growth.

Recenzje

"What is most inspiring and impressive about Ana's writing is her ability to uncover such diverse and unique insights from across a wide range of terrain - be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands." - Rori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive

"What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages. The Business of Aspiration is simultaneously a look into the future of business as well as the heart of today's consumer: the kind of intel any strategist or brand owner is always searching for." - Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast

"If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency." - Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily

"Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation...read this book - and learn from one of the smartest brains in marketing today." - Tony King, Founder and CEO of King & Partners

"Real stories about real products that create meaningful relationships with consumers still matter. And the consumers' needs are constantly evolving. They always have. but so many brands forget this. Or they think that faking it works too. It doesn't. This book dives deep into the subject and offers unique insights." - Simon Collins, Founder and CEO of WeDesign, Founder of Fashion Culture Design, and former Dean of School of Fashion at the Parsons School of Design

"Ana Andjelic is able to see through the noise of trends and focus on the bigger story which are the elemental things that connect people, which is what branding is about." - Sam Valenti IV, Founder and CEO of Ghostly International