Reviving Iconic Brands: Lessons from Banana Republic and Esprit - E35

Jun 20, 2024

Guest Ana Andjelic, former global chief brand officer of Banana Republic and Esprit, shares strategies for reviving brands by aligning product propositions with brand concepts. The discussion covers the divide between brand and performance marketing, the imaginative origins of Banana Republic, and defining new American sportswear. Ana emphasizes the importance of maintaining brand identity while adapting to trends and the significance of authenticity in the digital age.

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Intro

00:00 • 2min

Reviving Iconic Brands: Lessons from Fashion Industry

02:18 • 2min

Reviving Iconic Brands Through Imagination and Design Philosophy

04:45 • 17min

Navigating the Evolving Landscape of Brand Marketing

21:48 • 13min

Interconnectedness of Technology, Culture, and Society

35:08 • 8min

Exploring the Influence of Technology on Brand Marketing

42:40 • 3min

Marketing and Branding Strategy Insights

46:01 • 8min

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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