Ana Andjelic, a brand executive renowned for transforming brands, discusses the importance of brand-building. Topics include navigating one's career, pillars of any brand, community-building, and storytelling. She emphasizes the significance of early fandoms, content influencers, and collaboration. Ana also shares insights on reviving a brand with nostalgia, the power of brand storytelling, and pitching to investors.
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insights INSIGHT
Brands As Cultural Signals
Ana Andjelic connects psychology, media and sociology to explain how brands signal identity and influence behavior.
She frames fashion as cultural communication where brands enable self-expression and group belonging.
question_answer ANECDOTE
From Agency Strategist To Brand Officer
Ana started agency-side at AKQA as a strategist and earned a brand-side role later through relationship building.
Her first brand-side job came when Rebecca Minkoff's CIO recruited her to be brand officer.
volunteer_activism ADVICE
Follow Ideas Not Role Models
Don't copy role models; chase ideas and the kind of world you want to create instead.
Focus on what you want to do next rather than fitting into someone else's path.
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If you’re a woman in business, you're probably well aware of the crucial role branding plays in commercial success. Often, however, the conversation around branding is dominated by male voices. Today, we're shifting the spotlight to a woman making waves in the industry. Meet Ana Andjelic, a brand executive who earned her stripes transforming brands for marketing giants such as Banana Republic and Rebecca Minkoff. She has been recognized as one of Forbes’s Most Influential CMOs, and today, she serves as the Chief Brand Officer at ESPRIT, reviving the iconic nineties brand into a modern powerhouse. With a doctorate in sociology, Ana is not just an academic but a thought leader. Her writing, speaking engagements, and advisory roles have made her a sought-after voice in branding. This episode promises to be a masterclass in brand-building, plus a fascinating look at one woman’s journey breaking glass ceilings in the marketing biz.
In this episode, you will hear about:
-How and why Ana’s mind gets captured by ideas, not role models -Her advice on navigating one’s career path -The essential pillars of any brand -Ana’s take on mastering community-building and storytelling.
This season of our podcast is brought to you by TD Canada Women in Enterprise. TD is proud to support women entrepreneurs and help them achieve success and growth through its program of educational workshops, financing and mentorship opportunities! Please find out how you can benefit from their support! Visit: TBIF: thebrandisfemale.com // TD Women in Enterprise: td.com/ca/en/business-banking/small-business/women-in-business // Follow us on Instagram: instagram.com/thebrandisfemale
The Brand is Female