Ana Andjelic's Contact Details

Ana Andjelic's Company Details

Ana Andjelic

New York, New York, United States • 1 Employees
Marketing & Advertising

Companies are really good at creating business models and brand strategies around economic value. They have a lofty goal of building a brand so strong that everyone would want to wear a t-shirt with its logo on it, yet are still trapped in the manufacturing mindset, focused on monetization, efficiency, and productivity growth. There's a disconnect in the value they aspire to create and the value they're actually creating. To address this disconnect, I launched a practice that creates symbolic and business value for brands in the aspirational economy. It addresses questions like, "what is good for my brand long-term?", "how is this business decision going to impact our culture?" or "what are our main objectives of our growth?" We work with brands to shift their brand narrative and competitive strategy, create and distribute new brand symbols, and to ensure that a brand's products and services create both monetary and social value.Our practice is rooted in five brand strategy models and their underlying business architectures. These models chart different growth trajectories and define how brands create product portfolios, expand into new categories, saturate their market, and protect their pricing power.Through proprietary methodology that combines a deep dive in a company, business and brand modeling, and holistic brand management, we collaborate with brands to:- Build their own brand identity versus imitating competitors' marketing- Become widely known beyond their core target- Prioritize their products and services- Adopt value vs volume approach - Define and protect their pricing- Focus their audience segmentation and brand communication- Make their brand part of the balance sheet