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Ana  Andjelic

Ana Andjelic

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 >

In the course of her career, Ana worked with the established and emerging brands in North America, Asia, and Europe, in the industries ranging from luxury, fashion, art, travel and hospitality, technology, health and wellness, finance, food, automotive, spirits, lifestyle, sustainable materials, and media. Some of the brands she worked at, or with, are Mansur Gavriel, Rebecca Minkoff, David Yurman, LVMH, Tom Ford Beauty, Calvin Klein, Sergio Rossi, Belvedere, Moet Hennesy, Sotheby’s, PUMA, H&M, Topshop and Topman, PUMA, Canali, MCM, The Peninsula Hotels, Valextra, and Hennessy, among others.

In her leadership roles, Ana is tasked with introducing and/or amplifying brand marketing capabilities, resources, and processes in the organization and defining the global positioning, brand and business strategy, and growth planning. Her executive mandate is to modernize the existing retail structure, to introduce the new value architecture, to capitalize on data and new retail technologies, and to advance the retail service and experience offerings.

In 2020, Ana was selected by Forbes as one of The World’s Most Influential CMOs who provide resolute leadership in transformative times. In 2018, she was listed among Forbes’ 50 CMO Next who serve as models of a new, emerging and disruptive chief marketer. Prior to that, she was named as one of the Luxury Women to Watch by Luxury Daily and was listed among the top 10 digital strategists globally by The Guardian. Ana often serves on the juries for creative awards in the advertising and luxury industries, and has given talks and contributed to publications including Harvard Business Review, Highsnobiety, Fast Company, The Guardian, Advertising Age, Adweek, Form Design Magazine, Frame Magazine, Luxury Daily, Lean Luxe, Glossy, and Campaign. She has been quoted in Business of Fashion, Financial Times, British Vogue, FT’s “How to Spend It,” and Vogue Business, and is an expert source for trend forecasting companies like The Future Laboratory, Red Scout, and WSGN. Read Less ^

Speaker Videos

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

Mastered Promo

Why Store of the Future Doesn’t Want To Sell You Anything

Speech Topics

Unlocking Strategic Growth

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.

More Over Influencers, Here Come Curators

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.

The Modern Brand OS

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.

How to Make Brand Part of the Balance Sheet

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.

Outsider Innovation

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.

Books & Media


The Business of Aspiration