Connecting your brand to your consumer's lifestyle
It’s not about products; it’s about experiences and how things make us feel. Gone are the days when you could create a really beautiful ad and serve it in front of your consumers’ face like a carrot dangling on a stick. Even if it’s the perfect ad — being served up to the perfectly targeted person — marketers need to do more: they need to create the perfect experience for their consumers. And who does a fantastic job of this? Lifestyle brands! Reference books say a lifestyle brand is a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer's way of life. By definition therefore, lifestyle brands have a deep understanding of their target consumer’s way of life. They understand the type of experiences that they crave, as well as the people,...