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What modern brands can learn from Häagen-Dazs
Brands targeting high-net-worth individuals need to reposition around work-of-the-human-hands artistry and excellence versus the wannabe-rich, in-your-face communication codes.
Ana Andjelic • The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands
A decade or so ago, brands shifted from increasing value of their products through utility, competitive comparison, and creative advertising to endowing products they made with aesthetic, sustainability credentials, a story of artisanship and provenance, and/or a community in order to give their products identity and singularity. (Virgil Abloh made
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