Winning in the Aspirational Economy

Brands have long operated according to the logic that status is linked to wealth and desirability to price. Now they have an opportunity to flip the script of aspiration and link a different type of value to their success.

International brand strategist and author Ana Andjelic reveals how modern brands can leverage social, cultural and environmental capital to create greater value for customers and forge stronger connections with their audiences.

Recognised by Forbes as one of The World’s Most Influential CMOs, Ana has worked across luxury marques including Tom Ford, Loewe, Sergio Rossi, Sotheby’s, Moët Hennessey and Penfolds to high street and mass-market brands including TopShop, Puma and Target. She draws on extensive examples from these creative, cultural and high fashion brands to reveal concrete strategic frameworks for success. Ana is joined by Chelsea Healey, Brand Lead at Adore Beauty Private Label, who will share her own case studies and real-life experiences in creating monetary and moral value through memorable brand moments.