Short Presentation on Lifestyle Branding

1. LIFESTYLE
Swithin Aby
Jim Ling
MKTG6150 Consumer Behavior
May 17 2012

2. Experience Economy
2
Differentiated Beyond
Experience
Stage
Experiences
Deliver
Competitive Services
Position Relevant to Needs
of Customer
Make
Goods
Extract
Commodities
Undifferentiated
Pricing
Market Premium

3. The Evolution of Nike
3
Nike Yesteryear Nike Present Day

4. Another Example – A&F
4
THEN NOW
The Greatest Sporting Store in the World Casual Luxury
1939 2000s

5. Maslow’s Triangle
5
Hierarchy of Needs
NOW
Lifestyle Segmentation
THEN Commodity Segmentation

6. What has changed?
6
THEN
• Selling consumer goods, i.e. functional needs
• Making factual claims of product
• Product quality is priority
• Advertisement bombardment
NOW
• Authentic representation of a lifestyle or culture, i.e. emotional needs
• Convince consumers on values or aspirations that they desire
• A “must have” issue instead of quality issue
• Brand speaks for itself, “members” are the best spokepersons

7. The Change
7
 THEN
 NOW

8. Consumer Good Vs Culture
8

9. Elements of Lifestyle Brand
9
I want to be ….
…. Symbol of success, Sell the dream
It draws me in …. Aspiration
…. there is no substitute
Charismati
c
Intimate
I feel like that ….
…. Identify with the brand

10. Dimensions of Lifestyle Brand
10
Buzz Agents Enabler
Ceaseless Innovator Subcultures

11. Legend of Ralph Lauren
11
Apparels and Accessories
Restauran
Home Magazine
t
• Brand consistency - Position, Promise, Personality and
Association
• Clear lifestyle message
• Create lifestyle that resonate with consumers

12. One Step Further - Google
12

13. Google It!
13
Pearls Before Swine - © Stephen Pastis

14. Two Distinct Lifestyles
14
Person A Person B

15. Lifestyle Brand Transformation
15
How would you transform McDonald’s into a lifestyle brand?
Possible? Not possible? What’s your thought?!