The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Ana Andjelicamazon.com
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The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
social shopping means that platforms will bestow the same fate on retailers as they did on publishers. The platforms successfully monetized our attention. They are about to commercialize our social attachments.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Tone of voice is not a brand Being chatty, witty, and approachable only masks the missing cultural link that ensures brand durability. It also masks the missing unique value proposition. GMO brands do not compete on the actual business value, like technical innovation, design, or product quality. Away’s sells Muji knockoffs. Casper’s subway riddles
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Social. People are not only individuals but also belong to communities and are members of a society. Their behaviors are shaped by those around them and by collective symbols and stories. The new target unit for brands are a community and a society, not an individual. Modern brand strategy aims to address not just “jobs to be done,” but jobs to be
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This is the new backdrop for brand strategy. Radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences. New focus of eng
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Regardless of how aggregate markets work, marketers love to assign every consumer choice with meaning and to provide infinite options to cater to consumer “uniqueness.”
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Both mechanisms, of social classification and social cohesion, also explain why, in the modern aspiration economy, brand affinity is created not economically, but socially – and why best loyalty programs treat their customers as community members.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Modern aspiration is not about having money to buy things, but having the taste to know what to buy.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Shift from the outside to the inside If the latest trend in the modern travel is any indication, the affluent travel for learning, not leisure, and for transformation, and not thrill.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
At the moment, radical individualism is out, social connection is in. Brand focus is not on the end customer, but on the communities they belong to. Just as personas made individual consumers visible, the new brand methodology makes visible consumer communities and their co-dependencies and influences.