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

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

by Ana Andjelic

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Overview

Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these days anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and advertising professionals, this book is full of analysis, examples, and tools of how to use the modern aspiration economy to shift a brand narrative and competitive strategy, create and distribute brand symbols, and ensure that a brand's products and services create both monetary and moral value.

Product Details

ISBN-13: 9780367554408
Publisher: Taylor & Francis
Publication date: 10/29/2020
Pages: 106
Sales rank: 881,775
Product dimensions: 6.25(w) x 9.25(h) x (d)

About the Author

Ana Andjelic is an experienced strategy executive who specializes in modern luxury brands. Named to Forbes CMO Next, Ana earned her doctorate in sociology and worked at the world's top brands and advertising agencies. She is also a widely read columnist, public speaker, and advisor. She lives in New York City.

Table of Contents

Preface x

Introduction: the modern aspiration economy 1

1 To hack growth, brands have to hack culture first 8

2 Three models of social influence 29

3 Why taste communities are the future of marketing 41

4 Mimicry as taste: why cultural sameness is a matter of social design 51

5 The 4Cs: brand strategy meets the modern aspiration economy 65

Conclusion: coronavirus killed the modern aspiration economy. What comes next? 85

Index 91

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