Synopsis
The 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.
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About the Author
Ana Andjelic is a strategy executive, author of The Business of Aspiration, and named as one of Forbes' World's Most Influential CMOs. She focuses on brand-driven management and growth of modern businesses and works with companies to develop new business models, value architectures and revenue streams.
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Business of Aspiration : How Social, Cultural, and Environmental Capital Changes Brands
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Paperback. Condition: new. Paperback. The 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 brands products and services create both monetary and social value. This book is about the new forms of social, cultural, and environmental capital change brand communication, strategy and execution, and business growth. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9780367554408
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Business of Aspiration : How Social, Cultural, and Environmental Capital Changes Brands
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