For years, brands have operated according to the logic that status is linked to wealth and desirability to price. Now, brands have a chance to flip the...

The Business of Aspiration: why culture, curation and collaboration are key to modern brand success

Location:

The Great Hall, Level 5, Tower Building
2007 NSW
Australia

Venue:
Vivid Ideas Exchange, University of Technology Sydney (UTS)
Price:
From: $40.00
The Business of Aspiration: why culture, curation and collaboration are key to modern brand success
The Business of Aspiration: why culture, curation and collaboration are key to modern brand success

Speakers

Ana Andjelic

Recognised by Forbes as one of The World’s Most Influential Chief Marketing Officers, New York based strategy executive Ana Andjelic specializes in building brand-driven modern businesses. Ana is Chief Brand Officer at Banana Republic and has worked with luxury marques, mass-market brands and advertising agencies. She is author of The Business of Aspiration and writes a weekly newsletter 'The Sociology of Brands'. Ana has a doctorate in sociology and is a sought-after columnist, speaker and advisor.

Event Details

For years, brands have operated according to the logic that status is linked to wealth and desirability to price. Now, brands have a chance to flip the script of aspiration and link a new type of value to their success.

International brand strategist Ana Andjelic offers fresh perspectives on how modern brands can leverage social, cultural and environmental capital to create greater value for customers, and forge stronger connections in the process.

Recognised by Forbes as one of The World’s Most Influential CMOs, Ana has worked across luxury marques such as Tom Ford, Loewe, Sergio Rossi, Sotheby’s, Moët Hennessey and Penfolds to high street and mass-market brands including TopShop, Puma and Target. She draws on extensive examples from these creative, cultural and high fashion brands to reveal concrete strategic frameworks for success. Ana is joined by a panel of local experts who share their own case studies and real-life experiences in creating monetary and moral value through memorable brand moments.

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