Ana Andjelic
Serbian-born brand strategist and author best known for The Business of Aspiration. She has led brand strategy for fashion and retail companies, including serving as Chief Brand Officer at Banana Republic, and writes the newsletter The Sociology of Business.
Books
This list of books are ONLY the books that have been ranked on the lists that are aggregated on this site. This is not a comprehensive list of all books by this author.
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1. The Business Of Aspiration
In a status-driven digital economy, brands create value by cultivating aspiration through social and cultural capital rather than relying on price or heritage alone. Drawing on case studies, it outlines tactics like curation, scarcity and drop models, collaborations, memberships, and experiential retail to build communities that confer identity and belonging. The result is a practical framework for designing brand worlds and ecosystems that transform products into meaning-rich experiences and sustain premium value.
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