The Startup
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The Startup

The modern brand OS

The economy is a narrow way of organizing life

This article was originally published in The Sociology of Business.

A “modern brand” is simultaneously a concept, a sector, and a business model.

As a concept, modern brands exploit things like culture, taste, creative identity, or one’s social standing. Modern brands gained prominence when the economy shifted from manufacturing to…

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Ana Andjelic

Brand Executive. Author of “The Business of Aspiration.” Doctor of Sociology. Writer of “Sociology of Business.” Forbes most influential CMO.