Ana Andjelic | Books & Literature » Non-Fiction
The Business of Aspiration
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Ana Andjelic, named one of the Most Influential CMOs by Forbes, specializes in building brand-driven modern businesses. Her book explores this in depth.
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Why is this interesting? - The Travel Nostalgia Edition
Ana Andjelic specializes in building brand-driven modern businesses and is the author of this book. She runs a weekly newsletter, The Sociology of Business, and earned her doctorate in sociology.
The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy.
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