On Brand with Nick Westergaard
Reviving the ESPIRIT Brand with Ana Andjelic
Sep 11, 2023
Ana Andjelic, Chief Brand Officer of ESPIRIT Holdings Limited, discusses the process of brand revival and the challenges of restarting a neglected European brand in North America. Topics also include the rise and fall of ESPIRIT, the importance of brand heritage and aesthetic confidence, and the connection between sociology and brand building.
30:05
Episode guests
AI Summary
AI Chapters
Episode notes
Podcast summary created with Snipd AI
Quick takeaways
- Reviving the Esprit brand involves tapping into the brand's heritage and using vintage items to spark conversations and attract both Gen X and Gen Z customers.
- Aspiration plays a crucial role in brand building as brands become a way for individuals to signal their desired roles and social standing, going beyond the physical clothes to communicate values and cultural meaning to customers.
Deep dives
Reviving the Brand of Esprit
Anna and Jellick, the Chief Brand Officer at Esprit, discusses the process of reviving the Esprit brand. She highlights that brand revivals don't happen overnight and require setting up the organization to support the new way of operating. The challenge involves bringing back nostalgia for Gen X customers while also attracting Gen Z customers. To achieve this, they tap into the brand's heritage and use vintage items to spark conversations and attract both generations. The goal is to modernize the brand inside and out, focusing on the brand's aesthetic world and recognizing that rebranding is more than just marketing.
Remember Everything You Learn from Podcasts
Save insights instantly, chat with episodes, and build lasting knowledge - all powered by AI.
