Real Estate Marketing: The Allure of a Lifestyle Brand
(Gensler on Lifestyle, 10.02.15)
Consumer brands have long been able to attract customers by creating an entire lifestyle around their brand: images, messages and experiences that suggest a common point of view, a shared set of beliefs, membership in a tribe. The same holds true with hospitality brands. Just think of the letter W and not only does an aesthetic spring to mind, but you can also guess what kind of music will be playing in the lobby, what items will be in the mini bar, even how the other guests will be dressed. That’s the power of branding. Brands are about more than just a product or an ad; the logo is really just a shorthand symbol for a whole series of attributes and experiences—physical, verbal and emotional.
Should Your Facebook Posts Be Geared More Toward Lifestyle Branding for Better Engagement?
(Constant Contact, 26.11.14)
It’s likely your instincts are already telling you that posts focused on the lifestyle of your ideal customers can help you increase your Facebook engagement. I’m going to suggest that you listen to those instincts. You just may be on to something with this idea of lifestyle branding.
Lifestyle Branding: The Success in Selling an Image
(Business on Market St., 06.10.14)
A few posts back, I wrote an article outlining experiential marketing. This is definitely one of my favorite up-and-coming marketing trends, but for those of you who haven’t had a chance to read up on it yet, I’ll break it down for you: the current trend amongst brand marketing is to trade in 2D print advertisements for 3D experience-based ones. It seems like brands are focused more on selling themselves with experiential integrity, looking more and more towards life-size ways to connect with their target consumers.
Two Former TV Producers Talk About Creating a Multimedia Lifestyle Brand
Melissa Musen Gerstein and Denise Albert are former TV producers with hit shows under their belts (Gerstein’s resume includes a producer credit on “Anderson Cooper 360”; Albert’s at “Good Morning America”). When the two met up, they decided to form their own lifestyle company, The Moms, which started as a syndicated newspaper column. Their media empire now includes a show on Sirius XM Radio and New York Fashion Week shows that feature “real” moms on the catwalk.
“In designing a lifestyle brand, you have to know more than just designing clothes.” —Tommy Hilfiger