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Highlights from the conversation:If you build upon communities that have organically been created, the chances of success are much higherPeople are not buying products, people are buying stories[Brands] not just an economic entity, [they’re] a social entity or cultural entityThe most successful brands piggyback on their existing communitiesIf you're not part of someone else's story, then you're in troubleCollaborations are not brand extensions. It's a big mistake to treat them as such More about Ana AndjelicNamed one of the World's Most Influential CMOs by Forbes, Ana Andjelic is the Chief Brand Officer of Banana Republic and author of “The Business of Aspiration." She specialises in building brand-driven modern businesses and runs a weekly newsletter, The Sociology of Business. Ana earned her doctorate in sociology and worked at the world’s top brands and advertising agencies. She is a widely read columnist, speaker and advisor.Find Ana here: Website | Medium | LinkedIn | Instagram | Twitter Show notesCompan