Ana is a global brand executive, author of “⁠Hitmakers: How Brands Influence Culture⁠,” and “⁠The Business of Aspiration⁠” and has been recognized three times by Forbes for her CMO work. She earned her doctorate in sociology, and is a widely read writer of ⁠The Sociology of Business⁠, speaker and advisor. Ana is known for her strong strategic POV within fashion, lifestyle and luxury, and she specializes in building business-driven cultural programs for brands.

This conversation included:

• The Northstar that guides her is achieving freedom

• Chasing the ‘new’ led to a non-linear career path

• Her philosophy for modern brand building involves cultural programing with "cultural products" replacing traditional brand marketing

• Building brand worlds and narratives that create a lore and a myth

• "Hitmaking" by tapping into the zeitgeist

• In reality, the “most viable, feasible ideas win" not necessarily the "intellectually best" or "most creative"

• Common mistakes include brands repeating past successes or imitating competitors

• Key to her success is a combination of analytical and creative thinking ("left brain, right brain"), coupled with risk-taking, boldness, and decisiveness