The Business of Aspiration : How Social, Cultural, and Environmental Capital Transforms Brands / Ana Andjelic.
Material type: TextPublisher: Abingdon, Oxon ; New York, NY : Routledge, 2021Description: pages cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9780367552213; 9780367554408Subject(s): Branding (Marketing) | Consumers' preferences | Business planningAdditional physical formats: Online version:: The business of aspirationDDC classification: 658.8/27 LOC classification: HF5415.1255 | .A49 2021Summary: "Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these day anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. What consumers value, and how they spend their time and money, changes the role and meaning of brands. It is not only business savvy, but also socially urgent that brands start trading in the modern aspirational economy. Overproduction and air travel are killing our planet, and social media addiction and busyness are killing us. Accumulating commodities and counting air miles and social media likes are aspiration symbols that reward the bad behavior of companies and individuals. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and everyone else curious about changing business, in this book you will find analysis, examples, and tools of how to use the modern aspiration economy to shift your brand narrative and competitive strategy, create and distribute brand symbols, and ensure that your products and services create both monetary and moral value. Written by a world-renown brand strategy executive and Sociology Ph.D., this book seamlessly combines sociology and business to deliver practical advice for brands across industries"-- Provided by publisher.Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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General book | Karen | HF5415.1255 .A49 2021 (Browse shelf(Opens below)) | 1 | Available | 2024-1310 | |
General book | Karen | HF5415.1255 .A49 2021 (Browse shelf(Opens below)) | 2 | Available | 2024-1311 | |
General book | Karen | HF5415.1255 .A49 2021 (Browse shelf(Opens below)) | 3 | Available | 2024-1312 |
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HF5415.125 .F47 1970 Careers in Marketing / | HF5415.125 .L46 2020 Mining of Massive Datasets / | HF5415.1255 .A49 2021 The Business of Aspiration : How Social, Cultural, and Environmental Capital Transforms Brands / | HF5415.1255 .A49 2021 The Business of Aspiration : How Social, Cultural, and Environmental Capital Transforms Brands / | HF5415.1255 .A49 2021 The Business of Aspiration : How Social, Cultural, and Environmental Capital Transforms Brands / | HF5415.1265 .I565 2004 Internet Marketing : | Building Advantage in the Networked Economy | HF5415.1265 .S393 2013 The New Rules of Marketing and PR. |
Includes bibliographical references and index.
"Not long ago, wearing real fur was a signal of wealth and status. Now, it's a signal of ignorance. Thanks to luxury rental and resale services, these day anyone can walk around in a Gucci belt. But not everyone knows that Rimowa dropped a new suitcase or who made their food and clothes. Wokeness is a modern class distinction. What consumers value, and how they spend their time and money, changes the role and meaning of brands. It is not only business savvy, but also socially urgent that brands start trading in the modern aspirational economy. Overproduction and air travel are killing our planet, and social media addiction and busyness are killing us. Accumulating commodities and counting air miles and social media likes are aspiration symbols that reward the bad behavior of companies and individuals. For the longest time, brands have operated according to the Veblen logic that status is linked to wealth and desirability to price. Now they have the opportunity to flip the script of aspiration and link worth and values to their success. Aimed at marketers, entrepreneurs, and everyone else curious about changing business, in this book you will find analysis, examples, and tools of how to use the modern aspiration economy to shift your brand narrative and competitive strategy, create and distribute brand symbols, and ensure that your products and services create both monetary and moral value. Written by a world-renown brand strategy executive and Sociology Ph.D., this book seamlessly combines sociology and business to deliver practical advice for brands across industries"-- Provided by publisher.
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