Taste as Capital with Brand Strategist Ana Andjelic

In this episode, Pauline sits down with sociologist, brand strategist, and author Ana Andjelic (The Business of Aspiration, The Sociology of Business) to unpack how power, status, and culture shape today’s most coveted brands.They explore Pierre Bourdieu’s “invisible currencies” – economic, cultural, social, and symbolic capital – and why taste is increasingly the real status marker. From Hermès, Prada, Ferrari, to Harvard University, they examine how the world's most desirable brands build entire worlds, not just products, and how analog experiences are regaining value in this hyper-digital age.

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