Ana Andjelic
AdWeek
New York, NY, United States
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Past articles by Ana:
5 Things That Brought Us to a Nostalgic Place of Reruns and Rereleases
We no longer have cultural icons like we used to. → Read More
Opinion: Why taste communities are the future of marketing
Instead of focusing on consumers' individual personas, marketers should look at the communities to which they belong. → Read More
5 Ways Social Commerce Is Changing the Way We Shop
It's the ultimate merger of money and influence. → Read More
Why learning from first-mover mistakes is key to capturing market share
Fast followers hold the advantage in the modern brand economy. → Read More
Feasting on the five layers of innovation
All too often, corporate approaches to innovation focus solely and simplistically on new technology—at the expense of other important ingredients. → Read More
In This Era of Persistent Burnout, Brands Need to Make Downtime ‘Cool’ for Consumers
These old narratives can—and should—be dismantled. → Read More
Opinion: The immersive retail experience is getting in the way of the purchase
All people ever wanted is for sites to load quickly and to be able to actually buy things at stores. → Read More
How retail brands can survive the attack of the algorithm
Companies that have a point of view are more likely to influence purchasing decisions, attract and retain customers in a world dominated by algorithms. → Read More
How to survive the attack of the algorithm
Credit: Illustration by Patty Alvarez The combination of algorithms and retail is irresistible. By matching supply and demand as closely as possible, they learn about our preferences and shopping behaviors, predict what we'd like, develop tailored recommendations—and increase the likelihood of a transaction. That's why there's an entire new industry emerging around shopping aggregators and… → Read More
The 4Cs of the modern brand
Credit: istock Glossier is one of the most successful beauty companies around. At one point, there were 10,000 people on a waitlist just for its lipstick. But before founder Emily Weiss landed $52 million in Series C funding, no one predicted anything like Glossier. In fact, 11 investors turned Weiss down. Across industries, success is arguably more unpredictable than ever. Much of it is driven… → Read More
Four Pillars of the Modern Brand Identity
Brands are products of their media. Jingles and slogans were all the rage at the time of radio. Print prioritized photography and logos. TV launched the 30-second spot. Mass media separated brand identity from its execution, which in a time of templated channels and messages, didn't matter so much. A company could give its brand identity guideline to someone in advertising, and expect that the… → Read More
Four Pillars of the Modern Brand Identity
Brands are products of their media. Jingles and slogans were all the rage at the time of radio. Print prioritized photography and logos. TV launched the 30-second spot. Mass media separated brand identity from its execution, which in a time of templated channels and messages, didn't matter so much. A company could give its brand identity guideline to someone in advertising, and expect that the… → Read More
Why Visceral Language Is the Next Brand-Building Territory
Credit: istock When I was a teenager, I'd borrow my mom's clothes before going out. I loved not only her clothes, but her smell on them. (She was considerably less thrilled by the lingering smell of underground Belgrade clubs afterward.) I still remember that smell, although it's been ages since I went to a club or ventured into my mother's closet. Symbolic and visceral, smell can be a powerful… → Read More
New Tech Touch Points Aren’t Killing Retail. They’re Bringing It Back to Its Personal Roots
Retail expert Ana Andjelic argues that, while legacy brands face fragmentation, new players like Goop and Net-a-Porter are centralizing the experience. → Read More
Why Retail Labs Are Toast
Credit: Illustration by Tam Nguyen/Ad Age Back in 2014, retail labs were all the rage. It was hard to look around and find a retailer without one. New York Fashion Tech Lab, for example, a collaboration between the Partnership Fund for New York City, Springboard Enterprises and major fashion retailers, offered selected startup mentorships with Ralph Lauren, J.Crew, Kate Spade and the Estée… → Read More
The New Nondigital Divide
Instagram posts with the popular hashtag #slowmade. Credit: Instagram In the direct line that goes from knitting to taking cooking classes, to puzzle assembling, to pottery-making, to board games, to flower arranging, to coloring for adults, we amassed an impressive number of hobbies that have nothing to do with our internet-driven lives. In fact, they are the exact opposite of the internet. Our… → Read More
Retailers: Stop Playing the Promotion Game
Credit: Hoozone/iStock Today's best retail strategies are less about by having the best discounts and more about devising smart ways to avoid them. Going against the promotional grain and avoiding sales is a powerful, brand equity-building strategy. Waitlists work better as brand-boosters than sales alerts. Limited inventory works better for brand affinity than overstock. "Sold out" works better… → Read More
See-Now Buy-Now Comes to Fashion Marketing
Cindy Crawford arrives at Tom Ford's Fashion Week runway show on September 7 in New York. Credit: Brian Killian/WireImage/Getty Images What does see-now buy-now mean for fashion marketing? When Lotta Volkova, fashion stylist of Vetements fame,was asked who in the fashion industry is in power today, she simply replied: the consumer. Not the CEO, the editor, the journalist or the fashion critic.… → Read More
Media Planning Must Change in the Customer-Centric Digital Economy
"The stuff that matters in life is no longer stuff. It's other people. It's relationships. It's experience," notes Airbnb's co-founder Brian Chesky. Airbnb singlehandedly disrupted the hospitality industry by capitalizing on this shift from "stuff" to experiences. Transformation of businesses away from physical items has proved to be a lucrative strategy. The fastest-growing companies today --… → Read More
Five Rules of Opportunity Design for Brands
Here are five ways smart marketers can define, create and distribute value to become "viable disruptors," Ana Anjelic writes. → Read More