The Business of Aspiration is about how consumers' shifting status symbols affect business and brand strategy. These changing status symbols, like taste, aesthetic innovation, curation or environmentalism create the modern aspirational economy.In the traditional economy, consumers signaled their status through collecting commodities, Instagram followers, airline miles, and busy back-to-back schedules. By contrast, in the aspirational economy, consumers increasingly convey status through collecting knowledge, taste, micro-communities, and influence. This new capital changes the way businesses and entire markets operate, and yet the modern aspirational economy is still an under-explored area in business and culture. The Business of Aspiration changes that. In this book, marketers will find examples, analyses and tools on how brands can successfully grow in the modern aspirational economy. The Business of Aspiration answers questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are the main objectives of our growth?" Marketers will learn to shift their brand narrative and competitive strategy, to create and distribute new brand symbols, and to ensure that their brand’s products and services create both monetary and social value.
✔ Author(s): Ana Andjelic
✔ Title: The Business of Aspiration
✔ Rating : 4.5 out of 5 base on (84 reviews)
✔ ISBN-10: 0367554402
✔ ISBN-13: 9780367554408
✔ Language: English
✔ Format ebook: PDF, EPUB, Kindle, Audio, HTML and MOBI
✔ Device compatibles: Android, iOS, PC and Amazon Kindle
Readers' opinions about The Business of Aspiration by Ana Andjelic
Jillian Neel
The world created in this book was unlike anything I've ever encountered. The author's imagination knows no bounds, and I was completely mesmerized by the fantastical setting.
Virginia Savage
The way the author handled complex emotions and relationships was remarkable. I felt deeply connected to the characters, and their growth throughout the story was both inspiring and moving.
Polly Hurlbutt
The themes of resilience and hope resonated deeply with me. This book taught me valuable life lessons that I'll carry with me for years to come.
