The Business Of Aspiration by Ana Andjelic
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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- Published
- 2020
- Nationality
- American
- Length
- Unknown
- Pages
- Unknown
- Original Language
- English
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