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
Curation gives even mundane objects value by connecting them with a point of view, heritage, a subculture, or purpose that makes them stand out in the vortex of speed, superficiality, and newness.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Thanks to the Internet, products across categories are now more susceptible to trends than to individual preferences. It’s easy to blame algorithms for the sameness of our taste choices, but the real culprit is us. Humans use social signals to quickly orient themselves in the world.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
There are two ways to hack culture. First is to root a brand in a subculture or a niche. Second is capturing the zeitgeist, or kuuki wo yomu, a Japanese word used to depict reading the atmosphere.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
four ways to detect and successfully capitalize on the mood in culture: contradictions, coincidences, inversions, and oddities in the culture; society; business; and consumer behavior.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Thanks to the Internet, products across categories are now more susceptible to trends than to individual preferences. It’s easy to blame algorithms for the sameness of our taste choices, but the real culprit is us. Humans use social signals to quickly orient themselves in the world. On a daily basis, we actively classify one another by lifestyle, v
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In addition to being a great mechanism in learning how to orient, belong, and present oneself in the world, imitation is responsible for social cohesion.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
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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Membership recognizes and rewards a brand’s superfans. It amplifies their social and cultural capital through content, tools, access, products, events, and their physical and digital properties.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
Glossier’s value is not in the sheer scale of its user base, but rather in the interactions within it.