Is lifestyle a good brand?

Is Lifestyle and Max the same?

By Kevin Barasa

Consumers view the products they buy as an expression of who they are and what they stand for. As consumers become more sophisticated, their choices are driven more by emotion and self-actualization. Enter the lifestyle brand. This type of brand, defined as a brand that seeks to embody the values, interests, attitudes, and pastimes of a group or culture, offers consumers an opportunity to express themselves through their products.

Three key megatrends are shaping lifestyle marketing

Catalysis refers to brands working to accelerate their customers’ personal development. This demand for goods that promote personal development arises from the desire to feel better about one’s consumption habits by choosing products that contribute to self-improvement.

This mega trend fits into the emerging aspect of lifestyle marketing and is becoming an incredibly influential area in the digital products and services space. In 2017, ThinkWithGoogle said that 75% of people say their smartphones help them be more productive. We’re already starting to see some digital products becoming indispensable parts of their users’ lives, particularly in the areas of personal finance and remote work.

What is a lifestyle brand?

Lifestyle brands are brands that market their products and/or services to appeal to the hobbies, opinions and interests of their target market. To achieve this, lifestyle brands eschew traditional marketing tactics and seek to represent the values ​​and attitudes of specific groups and key demographics.

Icons like Ralph Lauren were the true pioneers of the lifestyle branding movement and provided us with a sophisticated and aesthetic tableau to work with. Traditional lifestyle brands are all about a unique and well-defined image with a strong philosophy, specific values ​​and distinctive style that comes from a specific person. Thanks to clever marketing, consumers idealize these individuals as lifestyle perfection, and these brands offer consumers the opportunity to buy a piece of it.

A lifestyle brand empowers their community

Ok, let’s say the meeting at the Rose Garden Hotel & Suites office has become more productive and they’ve identified the community they’re targeting and they have identified how the hotel can reflect the lifestyle of this community. It’s not enough to stock the rooms with the right magazines, have a proper social media strategy, and provide a tablet with preloaded maps and experiences for a guest to search for.

For the Rose Garden Hotel & Suites to become a real lifestyle brand, they need to strengthen their community. How can a brand do that? Well, if Commandment 2 does the talking, this is about walking the path.

Leave a Comment