Recoding Brand DNA: Breaking Fashion’s Rules, Humanizing Aspiration & Rethinking Influencer Plays like ESPRIT ft. Ana Andjelic

Legacy fashion brands have plenty of gravitas. They are the industry’s titans. But what becomes of them when nostalgia can’t sustain relevancy? A rewriting of brand DNA is needed. To become modern, playful, and cool, every brand must break fashion’s traditional rules. While you’re not an anarchist, ripping them up for the sake of it, you will rebuild a brand that knows where it stands; in relation to the culture, the consumer, and the category again. Ana knows the secret to doing that. In this episode of Building Brand Advocacy, Paul sits down with aspiration Guru & Chief Brand Officer at ESPRIT, Ana Andjelic. Author of ‘The Business of Aspiration’ and creator of ‘The Sociology of Business’ newsletter, Ana shares authentic advice from her vast experience building brands with a culture-first approach. As the ex-CBO of Rebecca Minkoff, ex-CMO of Mansur Gavriel, and ex-CBO of Banana Republic – where she led the label’s iconic rebrand in 2021 – no-one is better placed to help reinvent your fashion marketing strategies. With advice for finding creators as you would friends and tactically translating your brand’s values in every campaign, Ana reminds fashion Brand Builders of something many forgot. If you’re in fashion, you’re in the business of fun.  Discover Ana’s vision for bringing brand & performance marketing together (like she successfully did at Banana Republic and ESPRIT), the brands she sees injecting a healthy dose of playfulness (Corteiz, Jacquemus, or Casablanca anyone?), and how B Corp’s philosophy of betterment can be built into any brand’s strategy. Tune in to hear why shortcuts to customer acquisition never work, and why playing the long-game always will. Rate & review Building Brand Advocacy:Apple PodcastsSpotify Connect with Ana:Ana’s LinkedInAna’s Instagram, Threads, and XSubscribe to The Sociology of BusinessRead The Business of Aspiration Hosted on Acast. See acast.com/privacy for more information.