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An Idea A Day by David Thompson

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BRANDING

LIFESTYLE BRANDS

Jeremy Kourdi

The idea

It is one thing to have a well-respected brand. It is another thing entirely to have a brand that encapsulates an entire culture, identity, and lifestyle. Brands that achieve this are known as “lifestyle brands.”

Used by customers to show membership of a particular cultural movement, lifestyle brands can be a form of wordless communication within society. They can also reinforce consumers’ esteem and perception of themselves.

Two areas that ...

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