by Jonathan Ford
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For mass consumer brands, the days of selling one product to one targeted market are no more. One-product brands are dinosaur brands with no future in a dynamic, global marketplace. To succeed they must evolve into fluid and playful "lifestyle" brands.
Lifestyle brands bring freedom to the player in all of us because they exist dynamically in real time in multiple places. They are more purposeful and meaningful than just being a commodity because they exist in culture on all levels, and are therefore truly relevant to their audience.
Yes, successful lifestyle brands are relevant brands. Relevant brands do not overextend their brand offer, but only enter categories where it makes sense for them to meet the real needs of their audience. They don't try too hard to be fun, but they do keep fun at the core of their business. While it is easier for the more nimble, entrepreneurial start-up brands to incorporate a lifestyle ethos at the heart of their philosophy, larger, more established global brands can do this too, but they have to make a serious commitment to understanding and ultimately satisfying the needs of the 21st-century player.
Lifestyle brands bring freedom to the player in all of us because they exist dynamically in real time in multiple places. They are more purposeful and meaningful than just being a commodity because they exist in culture on all levels, and are therefore truly relevant to their audience.
Yes, successful lifestyle brands are relevant brands. Relevant brands do not overextend their brand offer, but only enter categories where it makes sense for them to meet the real needs of their audience. They don't try too hard to be fun, but they do keep fun at the core of their business. While it is easier for the more nimble, entrepreneurial start-up brands to incorporate a lifestyle ethos at the heart of their philosophy, larger, more established global brands can do this too, but they have to make a serious commitment to understanding and ultimately satisfying the needs of the 21st-century player.
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This is just a part about Lifestyle branding , read all from http://www.stepinsidedesign.com/STEPMagazine/Article/28615
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