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eBook Details:
Full title: The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands 1st Edition
Edition: 1st
Copyright year: 2021
Publisher: Routledge
Author: Ana Andjelic
ISBN: 9781003093572
Format: PDF
Description of The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands 1st Edition:
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 days 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. 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 advertising professionals, this book is full of analysis, examples, and tools of how to use the modern aspiration economy to shift a brand narrative and competitive strategy, create and distribute brand symbols, and ensure that a brand’s products and services create both monetary and moral value.
