Yes, I know it’s an article from 2006, but it’s still relevant to lifestyle branding!
I stumbled across STEP Inside Design magazine online today (thank you to Google Alerts!) and read an article by Jonathan Ford about ‘The Rise of the Lifestyle Brand’ which is extremely relevant to me because of an upcoming business venture I am working on with a good friend. I can’t spill the beans yet, but take a look at what Jonathan has to say about Puma, Adidas and other lifestyle brands.
Forward-thinking brands will continue to develop creative ideas and solutions that will allow people to exchange (interact with each other) and express (explore and share creative opportunities). They will exploit emerging technologies and social networking software to design new products and innovative experiences to responsibly involve and include the consumer. They will also enter contextualized partnerships with other brands that share similar brand values and foster seamless and well-integrated marketing campaigns in nonobtrusive consumer spaces. They will be there when we need them in whatever form we need them.
The really clever ones will make it a strategic priority to add a little joy into their consumer’s lives. So, think like a child, act like an adult now, not a lifetime too late.
Jonathan Ford is designer and co-founder of Pearlfisher, a future-focused design consultancy in London and New York.
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