Hitmakers: How Brands Influence Culture - Paperback
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Hitmakers: How Brands Influence Culture
Modern brands are hitmakers. Knowing how to influence consumers through collaborations, merch, entertainment, brand codes, icons and other cultural products (and not through advertising) is a matter of strategy. In this book, world-renowned brand expert, Ana Andjelic, shows how modern brand strategy needs to be redefined as the strategy of cultural influence, how brands today influence culture,...
Ana Andjelic is a global brand executive and author of The Business of Aspiration and has been recognized three times by Forbes for her CMO work. Ana specializes in building brand-driven modern businesses. Most recently, she was the Global Chief Brand Officer of ESPRIT, responsible for ESPRIT's new brand vision and repositioning strategy in Europe and market re-entry in the NA and APAC. Prior to...
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