Positioning lifestyle brands – too much of a good thing?
If you’re endeavouring to position your brand as a means of self-expression for your target audience in the belief that it will mean you’re far less likely to compete head-on with your traditional competitor brands–your confidence may sadly be misplaced.
John Varcoe’s article published by Australia’s Marketing Magazine features recent international research that challenges some of the conventional wisdom around the value of lifestyle brands and the risks they involve. It’s an important message for any marketers considering building a lifestyle brand.
You can read the article here.