Brand Management 101

It's a whole new world

Dec 19, 2024

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Welcome to the Sociology of Business. In my last analysis, Cultural Programming in the Wild, I provided real world tactics that make a cultural program. For sponsorship options, send me an email. If you are on the Substack, join the chat and I’m happy to respond to any questions in the chat or comments here.

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Enzo Mari's iconic 'Timor' perpetual calendar invite for Gucci’s Spring/Summer 2025 show

Catch up on the Sociology of Business:

The other vibe shift

Ana Andjelic

January 2, 2023

For the longest time, aspiration meant having what the rich have and behaving like the rich behave. With the increasing wealth inequality, the number of people can no longer emulate the rich. Instead, they reject them as a way of regaining identity and control. If the wealthy are so out-of-touch, morally corrupt and repulsive as the social satire represents them, who wants to be like them?

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Growth in saturated markets

Ana Andjelic

October 24, 2022

When entering a saturated market, a brand can't win just on price or product. It needs to provide a new and superior value, and this value is social and cultural aspiration. Häagen-Dazs’ European-sounding name gave cultural biography to the brand that didn’t have any. It turned a mundane product into an aspirational one by enriching it with the connotations, associations and references linked to its name

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Aesthetic anxiety

Ana Andjelic

August 15, 2022

Welcome to the Sociology of Business. The Sociology of Business offers a paid membership program. Paid options are for the members of this community who want to be the first to access everything from Web3 brand-building to the new business models and emerging creative formats. Since its inception, the Sociology of Business has been the source code for many other analyses, strategies and brand-building approaches. Members will now have the front-row seat. If you are not yet subscribed, join the community by subscribing below and joining

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The Sociology of Business

Brand Management 101

It's a whole new world

The other vibe shift

Growth in saturated markets

Aesthetic anxiety

This post is for paid subscribers