In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture, how brands should address audiences, and how the new approach to cultural hitmaking works organizationally and operationally.
In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture, how brands should address audiences, and how the new approach to cultural hitmaking works organizationally and operationally.
Ana Andjelic is a global brand executive, author of The Business of Aspiration and has been recognized three times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. Most recently, she was the Global Chief Brand Officer of ESPRIT, responsible for ESPRIT's new brand vision and repositioning strategy in Europe and market re-entry in the NA and APAC. Prior to ESPRIT, Ana led the successful rebrand of Banana Republic, resulting in 27% YoY comparable sales increase. Ana also held positions as the CMO of Mansur Gavriel and the Chief Brand Officer of Rebecca Minkoff, where she introduced the Female Founders Collective platform. She is also a sought-after expert source for leading business and mainstream press, including the Wall Street Journal, Washington Post, Financial Times, Fast Company, the Guardian, Forbes, and Vogue.
Inhaltsangabe
Introduction The importance of storytelling Cultural products Media amplification The Creative Class Conclusion
