Reviving brands requires understanding their origin stories, injecting fresh imagination, and “an orchestrated push”, according to Ana Andjelic.

On this week’s episode, we welcome the acclaimed brand executive Ana Andjelic. As the former global chief brand officer of iconic fashion brands such as Banana Republic and Esprit, Ana shares powerful strategies for reviving brands and emphasizes the importance of aligning product propositions with overarching brand concepts. The discussion also delves into the divide between brand and performance marketing and the influence of technology on perception.

Ana Andjelic is a global brand executive, author of “The Business of Aspiration” and has been recognized two times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. She earned her doctorate in sociology and is a widely read columnist, speaker and advisor. Subscribe to her newsletter, The Sociology of Business.

Timestamps:

• 0:03 Reviving Brands with Ana Andjelic
• 1:50 Balancing Productivity Between New York and Miami
• 4:12 Reviving Brand Identity Through Founders' Original Intentions
• 6:46 The Imaginative Origins and Evolution of Banana Republic
• 8:25 Reviving Banana Republic's Brand Through Strategic Decisions
• 9:32 Imagined Worlds and Functional Maximalism in Banana Republic
• 11:23 Balancing Brand Vision and Designer Creativity in Fashion Marketing
• 17:39 Defining New American Sportswear Through Urban and Creative Lenses
• 21:22 The Intersection of Performance Marketing and Brand Marketing
• 28:49 The New Rules of Brand Marketing in a Changing Landscape
• 32:21 The Evolution of Technology and Its Impact on Perception
• 35:07 The Interplay of Technology, Culture, and Society in Innovation
• 45:05 Three Takeaways

Episode References:

• Ana Andjelic | Newsletter
• Ana Andjelic | Instagram
• Ana Andjelic | LinkedIn
• Ana Andjelic | Online Portfolio
• Rei Inamoto | Instagram
• Rei Inamoto | X
• I&CO | Corporate Site

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