Lifestyle Branding Digest, March 11, 2015
Posted on March 11, 2015 by Havas PR
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.
Lifestyle Brands Are Acquiring Their Way to Becoming Tech Companies
It’s no fun playing catchup. In the fall Under Armour overtook Adidas for the first time in sportswear sales, but the athletic apparel and gear company is still far behind Nike. Under Armour is now trying to get up to speed in the digital space, accelerated by its recent acquisitions of the fitness and nutrition-tracking tools MyFitnessPal and Endomondo. In 2013, the sportswear maker also acquired MapMyFitness.
Use Lifestyle Content to Revamp Your Company’s Marketing Strategy
Disney knows what its customers love and that’s just what it gives them. The entertainment media giant understands that a well-proportioned content strategy is crucial to effective marketing.
Airlines as Lifestyle Brands May Be the Future of Air Travel
With competition increasing from all corners, airlines have to find a new way to adapt or die. Profiting from a lifestyle association with their passengers and building that brand loyalty could well be the missing link in airline evolution. Survival of the fittest isn’t just a Nike thing.
“Thought, not money, is the real business capital.” —Harvey S. Firestone