A review by cinnakuuri
The Business of Aspiration: How Social, Cultural, and Environmental Capital Changes Brands by Ana Andjelic

informative reflective fast-paced

2.75

This would have been a good foundation for a better marketing philosophy in the digital era, but it doesn't escape me how horribly whitewashed the cultural discussion is. A lot of Eastern references made in the book (not a lot now that I think about it, actually) are viewed in such a twisted Western lens. She has this nasty habit of othering cultures that are not hers, which scathingly shows its claws whenever she describes how things are in Japan as she saw them. The treatment was sickening. I'd take away the frameworks but not her opinions.