S02 E04: Ana Andjelic, Strategy Executive and Author of "The Business of Aspiration"

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.

Featuring:
Ana Andjelic, Strategy Executive. Forbes CMO Next. Author of "The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands"
Host:
Scott Kerr (@scott_kerr), founder & president of Silvertone Consulting
About Silvertone Consulting:
Silvertone Consulting is a brand strategy firm that helps companies build go-to brands in changing times.
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What is The Luxury Item with Scott Kerr?

Host Scott Kerr gives you the in-depth, unfiltered interviews with leaders of the world's most influential luxury brands. Kerr chats with the biggest names in the luxury business, from CEOs and C-suite executives to creative directors and fashion designers, about the forces redefining the sector: from customer expectations and brand relevance to new approaches in creativity, operations, AI and growth strategy.

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