68 min listen
17: Systems In Flux: Class, Taste and the Modern Aspiration Economy
FromUnseen Unknown
ratings:
Length:
49 minutes
Released:
Oct 29, 2020
Format:
Podcast episode
Description
For the second episode in our series on Systems In Flux, we’re talking about systems of class and taste. In the past 10 years, new brands have emerged, specifically in luxury and premium categories, that point to a divergence in our social systems around what class and taste are, and how they are achieved.Brand strategist and sociologist Ana Andjelic places brands like Telfar, Blenheim Forge, Fly By Jing and Brightland in the Modern Aspiration Economy. This emerging economy trades in taste, aesthetic innovation, curation and environmentalism. And what’s remarkable about these brands is that they have all successfully decoupled class from money, and taste from wealth. In her new book, The Business of Aspiration, Ana explores this decoupling and contrasts the Modern Aspiration Economy to the traditional economy where consumers once signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. Now, it’s about collecting knowledge, belonging to micro-communities, and leveraging influence.As Ana points out, this new cultural and environmental capital changes the way businesses and entire markets operate. We talked about where and when this decoupling started, the ways in which it has changed global markets permanently, and how brands can trade in this new capital.Links to interesting things mentioned in this episode and further reading:The Business of Aspiration (Ana Andjelic):https://www.amazon.com/Business-Aspiration-Ana-Andjelic/dp/0367554402/ref=sr_1_1?dchild=1&keywords=ana+andjelic&qid=1603952181&sr=8-1Big Fashion’s Niche Future (The Sociology of Business):https://andjelicaaa.substack.com/p/the-end-of-big-fashion How Micro-Communities Transform Aspiration (The Sociology of Business):https://andjelicaaa.substack.com/p/what-micro-communities-mean-for-aspirationFor more brand strategy thinking: https://www.theconceptbureau.com/
Released:
Oct 29, 2020
Format:
Podcast episode
Titles in the series (26)
1: The New Rules of Brand Strategy: The coming wave of new consumerism, making users pay a premium for the story, and how to create brand strategy frameworks that consistently lead to defensible positioning. In this kickoff episode, Jasmine and Jean-Louis explore the edge cases of strategy in today’s marketplace, and the ideas and trends that are changing the branding landscape. by Unseen Unknown