The Business of Aspiration 1st Edition

An incredible adept and widely informed mind combined with a fireworks vocabulary give us an exhilarating tour of the modern brand landscape. It’s a throw down challenge to do more than just sell more. Read it. Then read it again. Then click all the links at the end of the chapters (Thank you!).Read it before your competition does.

Ana tells it as it is with examples and details that explain how brands can avoid getting it wrong. With insights and the nuance it takes to help and support culture where brands typically get it very wrong.

I have a strong interest in aspirational spaces such as luxury, fashion, wellness, travel, etc. so I really wanted to like this book. However, I didn’t. I’ve seen a ton of brand/marketing decks where each individual slide seems amazing but after 50 slides, I realize there’s no substance and nothing real has been said. This book felt the same. The author is needlessly verbose, often drawing on examples that are now outdated or irrelevant (vs. reasoning via first principles).As an example, I just read these two sentences that I think is illustrative of what I’ve written above:“Having many taste curators inevitably results in quicker trend cycles. People get bored and move onto the next look. Compressed zeitgeist, combined with extended product life, impacts retailers’ operations, production, distribution, and merchandising strategy - all of which will have to become quick to respond to real-time, social data recording the ebbs and flows of our collective taste.”In other words, trends are changing quickly and companies will need to respond in more agile ways than ever before?A better book to build a foundation for understanding aspirational economies is The Luxury Strategy by JN Kapferer. Academically dense but much more thoroughly researched and edited for clarity.

The media could not be loaded. Great book with lots of information and ideas for the present time. It's a must-read for a Brand Strategist!I couldn't put down my highlighter :)

Forward thinking, intelligent, good and short read. Expensive but it’s similar to a very long academic paper.

Very informative and well written!

This is an excellent read and well worth the hype. It is concise and considered, yet crammed with insights, analysis, and research. It's intriguing theoretical points of view are coupled with good real life examples too. Also, it thankfully avoids the worn-out 'narrative' that surrounds much of retail writing. Highly recommend.

This is a great book! I would recommend it to brand strategists and people who are interested in modern luxury. I hope in her next book Ms. Andjelic writes a longer, less dense book since she has such interesting and complex ideas.

Parece un libro impreso en casa. El contenido no lo se, pero los materiales, la encuadernación y el diseño son de trabajo universitario de los 90. Por este precio no lo recomiendo.

Great insights in to interesting marketing phenomenas and culture!

Right from the introduction it is clear this book is right on point on its diagnosis of the modern economy of brands and consumers. It goes on to develop its ideas in a structured manner using solid examples to make its point.It puts together the garbled mess of questions and contradictions that looking at the world through traditional brand strategy creates and organises them in a way that allows a clear narrative for understanding.For me it is a must-read business book for anyone interested in brand strategy and how brands, consumers and culture currently work.

Such a great business guide, this is definitely the new brand bible of the ‘20s. A manual to read over and over again, full of sophisticated references (from Rao to Durkheim) and brilliantly connecting the dots through this time of dispersion. To me, the female alter ego of Scott Galloway.

Excellent livre en anglais sur les nouvelles aspirations des acheteurs d'aujourd'hui pour construire sa marque et ses produits. Je recommande pour la justesse des arguments. Sinon, le blog de l'auteur fourmille aussi de passages du livre.