42 min listen
S02 E04: Ana Andjelic, Strategy Executive and Author of "The Business of Aspiration"
S02 E04: Ana Andjelic, Strategy Executive and Author of "The Business of Aspiration"
ratings:
Length:
40 minutes
Released:
Sep 8, 2020
Format:
Podcast episode
Description
Former Rebecca Minkoff chief brand officer and strategy executive Ana Andjelic talks with Scott Kerr about her new book "The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands." Andjelic discusses the modern aspiration economy and how it's no longer about striving to accumulate lavish brands and experiences— status symbols are now anchored in taste, aesthetic, innovation, communities, design, environmentalism and social influence. She also talks about how brands that want to play in the modern aspirational economy should focus less on positioning and more on their identity and creativity. Plus: How IKEA's collaboration with Kanye (that never happened) is part of a bigger trend that Andjelic calls the "DJ model" of growth.
Featuring:
Ana Andjelic, Strategy Executive. Forbes CMO Next. Author of "The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands"
Host:
Scott Kerr (@scott_kerr), founder & president of Silvertone Consulting
About Silvertone Consulting:
Silvertone Consulting is a brand strategy firm that helps companies build go-to brands in changing times.
Follow Us:
Twitter @theluxuryitem
Email: scott@silvertoneconsulting.com
Newsletter: brilliantcut.substack.com
Featuring:
Ana Andjelic, Strategy Executive. Forbes CMO Next. Author of "The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands"
Host:
Scott Kerr (@scott_kerr), founder & president of Silvertone Consulting
About Silvertone Consulting:
Silvertone Consulting is a brand strategy firm that helps companies build go-to brands in changing times.
Follow Us:
Twitter @theluxuryitem
Email: scott@silvertoneconsulting.com
Newsletter: brilliantcut.substack.com
Released:
Sep 8, 2020
Format:
Podcast episode
Titles in the series (100)
S01 E01: Chris Olshan, CEO of The Luxury Marketing Council: On the first episode of The Luxury Item podcast, Chris Olshan, CEO of The Luxury Marketing Council talks with Scott Kerr about how the organization started and evolved to address today's challenges in the luxury space. They discuss the transformative impa by The Luxury Item with Scott Kerr