🇺🇸 ANA ANDJELIC (Esprit) - How to Build Brand Gravity in a World Obsessed with Virality?
Description
In this episode of Visionary Minds, we sit down with Ana Andjelic — Global Chief Brand Officer at Esprit, former CBO of Banana Republic, sociologist by training, and one of the Forbes Most Entrepreneurial CMOs 50.
Ana shares a powerful perspective on why brands must move beyond campaigns and start operating as cultural systems. Drawing from her experience across agencies and global brands, she explains how cultural capital creates pricing power, why virality is a short-term illusion, and how brands build gravity by designing worlds people want to belong to.
From taste versus trends, to culture as a measurable business asset, to the evolving role of the CMO as a producer and showrunner, this conversation offers a sharp, honest, and deeply strategic look at what it takes to build brands that endure.
This episode is essential listening for anyone working in brand, marketing, strategy, leadership, or culture — and for those who believe that relevance is built over time, not optimized overnight.
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