How having a clear internal and external focus fuels brand growth

Relevancy is every brand’s lifeline. So is creativity. Yet, both get easily lost in the everyday brand operations, business targets, and commercial planning.

Relevancy means that a brand’s customers and non-customers alike consider a brand part of the culture…

And are you taking all of them into consideration?

When thinking about who they want to reach and speak to, brands often think of their audience in terms of their current and prospective customers: people who are either buying a brand’s products or using its services or will so in…

All brands have to be socially and environmentally responsible

Sustainability, transparency, and responsible production are buzzwords that make reality.

They are tightly paired with the modern affluent consumers’ aspiration of doing good through their actions. Ace & Tate, an eyewear brand, recently published a self-critical post “Look, we f*cked up

The end of efficiency and why that may be a good thing

Collina Strada is one of the thirteen designers that Gucci featured on its new destination, GUCCI Vault. Strada is one of the emerging New York designers (Telfar is another) who put sustainability and community ahead of fast growth.

Americans may be finally dominating fashion

For the first time in fashion history, Americans are dictating the trends: Virgil, Rihanna, Kanye, Todd Snyder, Teddy Santis, Kim Kardashian, Kendall Jenner.

Sure, before them, there were Ralph Lauren, Tommy Hilfiger, Donna Karan, Anne Klein, Halston, Bill Blass, Oscar de la Renta, Stephen…

Dunkin’ Donuts collaboration with DTC wall paint brand Backdrop sounds like something out of MSCHF factory. Known for its purposefully absurd and random viral stunts, MSCHF is the creator of Nike sneakers filled with Holy Water, toaster-shaped bath bombs, and an app making stock investments based on astrological signs.


To earn customer loyalty, offer community, not rewards

The irony of most of today’s customer loyalty programs is that they aren’t about loyalty at all. They have more to do with an economic transaction than with true affinity for a brand. For example: some companies allow you to earn points…

When Tracksmith dropped its new ad last November, it sent the direct-to-consumer world in a minor frenzy. Tracksmith is a running brand, founded seven years ago around a particular aesthetic of 1970s long distance runners. More than that, Tracksmith is created in honor of the Amateur Spirit.

In its own…

Imitation as a business strategy

When Amazon allegedly copied Peak Design’s Everyday Sling, the bag brand promptly made a video titled “A Tale of Two Slings.” When a similar thing happened to Allbirds a year or so ago, they were considerably less amused by it. Down the coast in Silicon…

Business models define revenue generation; brand models define growth trajectory

Brand modeling is charting a brand’s growth territory. Once a brand establishes its presence in the market, the challenge becomes to capture a larger market share (and to defend its current market share). In mature markets, like CPG or fashion…

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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