We speak with luxury branding expert Ana Andjelic about the imagined communities that form around identity brands, the importance of hacking subculture over hacking growth, and the gendered stories that tap into our collective psyche.“Brands now create a sense of belonging to a specific community which is imagined, because we don’t know those people, we just know we like similar things and we share the same values.”Ana is the former Chief Brand Officer for Rebecca Minkoff, former SVP and Global Strategy Director for Havas’ LuxHub, and currently serves as an Executive Brand Consultant for companies like David Yurman and Mansur Gavriel.She’s also a Doctor of Sociology, prolific writer on all things retail, consumer behavior, branding and strategy.Read all of Ana’s writing: http://www.andjelicaaa.com/Read the article we discussed where Ana describes the value of hacking culture: https://medium.com/@andjelicaaa/hacking-culture-hacking-growth-a0cbf22917cfFor more brand strategy thinking: https://www.theconceptbureau.com/