Hitmakers is an exploration of cultural influence and how brands create it. Every two weeks, Ana Andjelic, a brand executive, and Rei Inamoto, a creative entrep...
Why some rebrands succeed and why some fail? Why do we usually dislike new logos and then slowly get used to them? What are the best and worst rebrands, and how to tell the difference? We are joined by Brian Morrissey, founder of the Rebooting, to discuss how politics, aesthetics and ethics of branding reflect themselves in media, creative fields and brand-building.The Rebooting by Brian MorrisseyWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO
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54:22
Product identity and functionality: friends or foes?
What are luxury goods good for? How about a pair of socks or sneakers? In this episode, Rei and Ana talk about apparel’s two opposing forces - product identity and functionality - is deeply embedded in creative, strategic and operational decisions that shape apparel’s business models. Some products, like luxury items, over-index on identity; others, like Uniqlo or Muji, are deeply rooted in functionality. To succeed, apparel brands need to have a mix of both. But what is a good enough product? And can too much identity become a liability? Listen to discover. Nike ad of Saquon’s backwards hurdleWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO
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43:25
How to build a product universe: Utility Driven Brands
What do Banana Republic and Google have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this excerpt from episode 2, Rei and Ana explore product pyramids of these brands, and how they grew through smart product-led branding.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO
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14:27
How to build a product universe: tactics of product-led branding
What do Banana Republic, McDonald’s, and a 1,800-year-old Japanese shrine have in common? By combining brand strategy with merchandising, these brands influenced culture. They grew by building a product universe.In this episode, Rei and Ana explore product pyramids of different brands, and how they grew through smart product-led branding.Related Links:The growth of a Japanese shrine: https://open.substack.com/pub/reiinamoto/p/rethinking-rebranding?r=2e839vMcDonald’s example: https://www.mcdonalds.com/ae/en-ae/anime-campaign.htmlHow to build a product universe: https://andjelicaaa.substack.com/p/how-to-build-a-product-universeWatch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO
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32:49
Five Elements of Product-Led Branding
In this inaugural episode, Ana and Rei introduce the idea of product-led branding: what happens when a product is so good that it spins a brand out of it?They discuss how products themselves—like Nike’s Moon Shoe and Levi’s 501 jeans—build brand identity through unique features and cultural appeal. Five key elements of product-led branding are Value, Wear, Aesthetics, Narrative, and Fandom. Ana and Rei also share their respective Hit Lists, a topic or item in culture that's occupying them at the moment.Watch us on YouTubeFollow Ana here:Newsletter "The Sociology of Business"New book "Hitmakers: How Brands Influence Culture"Follow Rei here:Rei's LinkedInNewsletter "The Intersection"Rei's global innovation firm I&CO
Hitmakers is an exploration of cultural influence and how brands create it. Every two weeks, Ana Andjelic, a brand executive, and Rei Inamoto, a creative entrepreneur, talk about brands that made a dent in culture - through their product, aesthetics, content, business model, or technology - and unpack how they did it.
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