One of Forbes' Most Influential CMOs & Author of The Business of Aspiration
Ana Andjelic is a strategy executive, author of The Business of Aspiration and one of Forbes' The World’s Most Influential CMsOs who specializes in building brand-driven modern businesses. Ana earned her doctorate in sociology and worked at the world’s top brands and advertising agencies. She runs a weekly newsletter, The Sociology of Business, and is a widely read columnist, speaker and advisor. Read More >
Surviving the Attack of the Algorithm | FashionTech Berlin
Five Tactics for Winning at Physical Retail
How to Make Content Stand Out in the Streaming Age | Cannes Lions
Truth Be Told | Digitas Newfront 2019
Why Store of the Future Doesn’t Want To Sell You Anything
Companies have so far been really good in creating business models and brand strategies around economic value. They have a lofty goal of building brands so strong that everyone would want to wear a t-shirt with its logo on it, yet are still trapped in the manufacturing mindset, focused on monetization, efficiency, and productivity growth. There’s a disconnect in the value they aspire to capture and the value they’re actually capturing. This talk outlines five brand strategy models and their underlying business architectures that close this gap.
When brands moved from manufacturing products to manufacturing culture, design, luxury and art, curation zoomed onto taste, aesthetics, identity and social status. Curation became the fuel of modern culture: it is indispensable in the cultural landscape where products, people and experiences are all comparable in value: a concert can be equally desirable as a bottle of vintage bourbon as a pair of rare sneakers. It is not hard to see how this crowded cultural landscape can lead to the consumer choice overload, and why curation gained prominence as the obvious way out of it. This talk explores how brands can employ curation throughout their entire value chain.
A “modern brand” is simultaneously a concept, a sector, and a business model. As a concept, modern brands exploit things like culture, taste, creative identity, or one’s social standing. As a sector, modern brands capitalize on the shift from consumers’ accumulation of products to consumers’ desire to demonstrate appreciation for these products. As a strategy, modern brands represent a specific business model. This model unlocks new sources of value at the time of economic involution. Modern brands make their products and services valuable beyond their function and utility; they build an architecture to deliver new value (like subscription or membership); and then find a new way to harness this value and turn it into profit. This talk explores five pillars of modern brand growth.
Brand unites a company’s functional side and their symbolic side. These two sides operate differently. Functional side operates according to industrial logic of diminishing returns, cost reduction, and economies of scale. Symbolic side adheres to logic of networks and increasing returns. This talk explores how having both parts in the balance sheet allows a company to protect its pricing power, ensure high margins, create trust, and cut transaction costs.
Those excluded from the game usually understand better what the game's about than the insiders. They are proving that stuff that happens outside the established industry structures is the stuff that matters: value innovation, new narratives, new presentation formats, and new business models. They don’t play by the rules of the game they’re disrupting. This talk explores disruptors and the new value curve they are creating.
“I have had the pleasure to be working with Ana through collaboration around a transparency Hack that was arranged by H&M GROUP in LA. Ana brought very interesting new insight around the topic of transparency with focus on consumers. She is very engaging, knowledgeable and inspirational in her speaks. She is very professional in her approach and she has ability to charm the audience with her wits and charms. I highly recommend her as a public speaker.”
“I am hosting conferences for more than 10 years and rarely bring speakers twice on stage at the same conference. Ana is one of these rare exceptions. She can speak about almost everything in the area of fashion, retail and digitalisation. Her speeches are fun and always filled with best cases, which makes it easy to listen and to get inspired. Having worked for well known global brands and her sociology background provides the in-depth credibility of how to innovate in times of digitalisation. Our audience and media always loved her speeches, which is most important.”
“Ana provides a refreshingly unique, smart and compelling perspective on modern day brand transformation - bridging a discourse across cultural, digital, business and media strategies.”
“The world needs more people like Ana. Strong minded, empathetic, vigorous thinkers. Comfortable with ambiguity, happy to study data, but more likely to find enlightenment by joining up the dots in the real word. Both a thinker and doer, strategist and creative, big picture and detail, Ana is a tremendous progressive force in a wide variety of projects and roles.”
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