The Magic of Cultural Hitmaking With Ana Andjelic

This interview podcast features Ana Andjelic, author of "Hitmakers: How Brands Influence Culture," discussing her book and the strategies brands use to impact culture. The hosts and Ana explore the concept of "hitmaking," defining it as the process of brands creating and amplifying cultural narratives, moving beyond simple sales metrics to focus on broader engagement. Ana uses her experience at brands like Banana Republic to illustrate how a cohesive brand story, consistent across products, campaigns, and experiences, can drive cultural influence and long-term success. A key takeaway is that brands should aim for a multi-faceted approach to measuring success, going beyond sales figures to include metrics like customer loyalty, brand engagement, and word-of-mouth marketing. The discussion concludes with Ana's predictions for the future of commerce, emphasizing the growing importance of human recommendations and curated shopping experiences over algorithmic suggestions.