{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Luxury Item with Scott Kerr","title":"S02 E04: Ana Andjelic, Strategy Executive and Author of \"The Business of Aspiration\"","html":"<iframe width=\"100%\" height=\"180\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https://share.transistor.fm/e/ff88a443\"></iframe>","width":"100%","height":180,"duration":2428,"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.\r\n\r\nFeaturing:\r\nAna Andjelic, Strategy Executive. Forbes CMO Next. Author of \"The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands\"\r\nHost:\r\nScott Kerr (@scott_kerr), founder & president of Silvertone Consulting\r\nAbout Silvertone Consulting:\r\nSilvertone Consulting is a brand strategy firm that helps companies build go-to brands in changing times.\r\nFollow Us: \r\nTwitter @theluxuryitem\r\nEmail: scott@silvertoneconsulting.com\r\nNewsletter: brilliantcut.substack.com","thumbnail_url":"https://img.transistorcdn.com/pnzHEDg_0eoP61TTegy3_axuDU6MC94UZiG0tUt1M58/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9zaG93/LzI5NTQvMTU2NjA2/NTIxOC1hcnR3b3Jr/LmpwZw.webp","thumbnail_width":300,"thumbnail_height":300}