In this episode, we talk to Ana Andjelic, a Strategy Executive and Doctor of Sociology working on business strategy, marketing, and organizational transformation. Ana has worked with top global advertising agencies and has also worked on the brand-side as a chief marketing executive. In the context of the collaborative economy boom of early 2010, Ana wrote thoughtful reflections on the Guardian and other news outlets. She recently came back to our attention for her brand new newsletter “The Sociology of Business” where she explores the transformation of retail, modern brand building, and how new social and cultural patterns impact the business.

We talk about the changing relationship between brands and consumers, what role culture plays in this transformation, and how technology can help - but never fully replace - human interaction. Our conversation also included in-depth reflections about how brands are reacting to the current context of COVID-19 and about the increasing need for empathy and social responsibility in these turbulent times.

Read more on our Medium story here https://stories.platformdesigntoolkit.com/

Here are some important links from the conversation:

> Ana’s insightful newsletter “The Sociology of Business”, https://andjelicaaa.substack.com/
> Ana’s Twitter: @andjelicaaa

Brands mentioned that are engaging closely with customer communities:
> Glossier, an example of a platform for the community activity that is happening around the beauty products: https://www.glossier.com/, https://intothegloss.com/
> Rapha for cycling communities: https://www.rapha.cc/
> Track smith running brand: https://www.tracksmith.com/
> Outdoor voices:https://www.outdoorvoices.com/

Other topics mentioned:
> Benedict Anderson, Imagined Communities: Reflections on the Origin and Spread of Nationalism, https://www.goodreads.com/book/show/399136.Imagined_Communities
> Some concepts from Japanese culture inspiring the west: Omotenashi, Kintsugi, Wabi-Sabi
> Demna Gvasalia, Georgian fashion designer, currently the creative director of Balenciaga https://en.wikipedia.org/wiki/Demna_Gvasalia

Music by liosound.Recorded on March 27th 2020

411 - Get to Where You Want to Be | A Lesson in Mindset