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Business of Aspiration by Ana Andjelic (2020, Trade Paperback)

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Author: Andjelic, Ana. Release Date: 2020-10-27. Condition: New.

About this product

Product Identifiers

PublisherTaylor & Francis Group

ISBN-100367554402

ISBN-139780367554408

eBay Product ID (ePID)6050076596

Product Key Features

Number of Pages104 Pages

LanguageEnglish

Publication NameBusiness of Aspiration

Publication Year2020

SubjectMarketing / General, Business Ethics, Consumer Behavior, Commerce

TypeTextbook

AuthorAna Andjelic

Subject AreaBusiness & Economics

FormatTrade Paperback

Dimensions

Item Height0.3 in

Item Length9.2 in

Item Width6.1 in

Additional Product Features

Intended AudienceCollege Audience

LCCN2020-019970

Dewey Edition23

TitleLeadingThe

Reviews"What is most inspiring and impressive about Ana's writing is her ability to uncover such diverse and unique insights from across a wide range of terrain - be it creative, cultural, culinary, digital or fashion. She then succinctly translates these multi-layered insights into fresh perspectives and concrete strategic frameworks that can be applied globally by brands."- Rori DuBoff, Managing Director, Innovation and Strategy, Accenture Interactive "What Ana captures in this book is a sea change of human behavior that is shifting the market. If the last age of brand thinking was about monetizing old symbols of status, the coming age will make moral value highly profitable, and it's all here in these pages.The Business of Aspirationis simultaneously a look into the future of business as well as the heartof today'sconsumer: the kind of intel any strategist or brand owner is always searching for." - Jasmine Bina, Founder and CEO of Concept Bureau, and Creator and Host of the Unseen Unknown Podcast "If there's anyone who knows what makes the consumer tick, it is Ana Andjelic. This book is a distillation of her wisdom on how brands must move the needle to match the shifting values of aspiration, desire and transparency." - Mickey ALAM KHAN, Editor-in-Chief, Luxury Daily "Ana Andjelic has written a must-read primer for marketers, brand owners, entrepreneurs and everyone else interested in business transformation...read this book - and learn from one of the smartest brains in marketing today." - Tony King, Founder and CEO of King & Partners

Dewey Decimal658.827

Table Of ContentIntroduction: The Modern Aspiration Economy 1. To Hack Growth, Brands Have to Hack Culture First 2. Three Models of Social Influence 3. Why Taste Communities are the Future of Marketing 4. Mimicry as Taste: Why Cultural Sameness is a Matter of Social Design 5. The 4Cs: Brand Strategy Meets Aspiration Economy Conclusion: Coronavirus Killed the Modern Aspiration Economy. What Comes Next?

SynopsisThe Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy. In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand's products and services create both monetary and social value., 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 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.

LC Classification NumberHF5415.1255.A49 2021

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item 1 The Business of Aspiration: How Social,... by Andjelic, Ana Paperback / softback