In Episode #49, Ross is joined by Ana Andjelic, Chief Brand Officer of Banana Republic and one of the World's Most Influential CMOs (Forbes). Ana earned her doctorate in sociology and specialises in building brand-driven modern businesses. She’s the author of “The Business of Aspiration" and runs a weekly newsletter, The Sociology of Business. Ross and Ana discuss her 4-Cs framework for building a brand, how to align business and brand objectives, and why we shouldn’t overvalue consistency.