How to win in a simulation

The Furry Lisa, a digital piece of art created by Murat Yıldırım, is a symbol. It is physically soft and inviting, but it exists only in the digital domain.

Baudrillard would be thrilled. Forty years ago, he suggested we have “replaced all reality and…

Why turning commerce into culture is the best go-to-market strategy

Cash App is the most talked about mobile payment service around.

The app is developed by Block, Inc. and as of September 2021 reached $1.8 billion in gross profit and 70 million in annual transacting users. Venmo’s revenue for the…

Brand growth is the business growth

Brand is a filter for all business decision making, and this makes it a critical part of VC and PE firms acquisition and growth strategies. Investing in a brand is especially relevant for early and growth-stage deals.

As a decision-making filter, brand operates in…

How to create, distribute and capture value in digital luxury markets

A digital luxury item can be anything from: a) a non-fungible token in the form of a virtual product, like Dolce & Gabbana’s the Doge Crown or Gucci’s Dionysus bag that can be used, owned, exchanged, rented or sold…

How to turn brands into collections and products into collectibles

Collecting is the primary economic activity in aspirational markets. Aspirational markets are based less on the production of new objects and more on connecting things, experiences and places that already exist into collections.

A collection is a narrative that drives…

From buying to collecting to ownership

Image by author

A drop is a seemingly random release of a limited-number of products with a goal of creating perception of scarcity and urgency. Drops have proven to be a successful brand-building tool, as they reliably drive word-of-mouth, FOMO, create insta-communities, and use wait lines as their advertising. Drops command for a…

After becoming synonymous with a category, Zara is investing in its brand

Go to, and there is a white page with the brand’s Studio Collection only. It’s simple, it’s confident, and it’s modern. Website homepages are not a place for brand narrative; they are shopping destinations that drive us…

Ana Andjelic

Strategy Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Forbes’ one of The World’s Most Influential CMOs.

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