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	Podcast:		The Future Laboratory
	Episode:		S2 Ep9: Ana Andjelic on Prioritising Solid Cultural Growth
	Category:		Business
	Duration:		00:38:07
	Publish Date:		2021-12-22 13:06:55
	Description:		Our Back to the F**kture series asks renowned thinkers to put foresight predictions under the hindsight spotlight. In our final episode of 2021, Martin Raymond speaks to sociologist, columnist and author, Ana Andjelic to discuss how we should look to prioritise solid cultural growth. Ana specialises in strategy and has worked for some of Fortune’s top 500 brands, more recently she was appointed as chief brand officer at Banana Republic. In this episode, she discusses why brands should function as communities rather than customer relationship entities; the role that culture, as well as commerce, plays in defining a brand’s ethos and how and why certain kinds of GMO (genetically modified) brands have become overgrown, monstrous and tasteless. Listen to episode 9 now.
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