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Boundaryless Conversations Podcast
Ep. 05 Ana Andjelic - Brands in transition: the sociology of ecosystems
Apr 13, 2020
39:22
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In this engaging discussion, Ana Andjelic, a Strategy Executive and Doctor of Sociology, delves into the evolving dynamics between brands and consumers. She emphasizes the growing importance of empathy and social responsibility, especially post-COVID-19. The conversation also tackles how technology can enhance, but not replace, human connections in branding. Ana explores the rise of community-driven brands and the need for sustainable practices that resonate with modern values, highlighting the balance between local and global influences on consumer behavior.
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Quick takeaways
- The COVID-19 pandemic has prompted brands to prioritize empathy and social responsibility, distinguishing meaningful connections from mere transactions.
- The evolving brand-consumer relationship emphasizes community engagement and user participation, leading to 'fan-made' brands that reflect shared values and narratives.
Deep dives
The Transformation of Branding in Crisis
In times of crisis, the role of brands is undergoing significant transformation, particularly exemplified by the impact of the COVID-19 pandemic. Brands that prioritize empathy and understanding of their customers’ challenges are emerging as 'winners,' while those that aggressively push sales are seen as 'losers.' This shift emphasizes a need for brands to not only recognize societal struggles but also to align their operations with customer wellbeing, a move that distinguishes responsible brands from those that operate without regard for current realities. The current landscape may lead to a lasting commitment to social responsibility and a focus on values such as kindness and generosity in brand behavior.
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