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How to develop a growth mindset
How to think creatively and outside the box
How to embrace change
Championing an identity or subculture is the end-goal
The identity or subculture is not the means to an end, it is the end-goal.
Regular brands use identity and subculture as temporary means to greater ends. However, a lifestyle brand will produce deeper, long-term investments in its audience. It will embed itself in their audience's lives in the long run because it sees identity and subculture as the greater ends.
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A Lifestyle Brand
Lifestyle brands care about your lifestyle instead of just selling you products.
Red Bull, Nike, and Harley Davidson are examples of successful lifestyle brands.
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The lifestyle's activities build the salience, not the product
Regular brands often feature their product or service at the centre of emotional narratives. For example, Coca Cola's "Taste the feeling" campaign.
However, a lifestyle brand will feature its audience's activities above its product, so they can create a stronger association with the...
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Fostering interaction between audience members
Consumers rarely associate a sense of community with other buyers of a regular brand. But a lifestyle brand facilitates interaction between their audience members and drive salience in situations alongside product sales.
A good example is Harley Davidson, with a distin...
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Deep Work Is a Skill
If a newbie starts working deeply, he will not be working as deeply and for as long a time period as someone who’s been doing deep work for many months or years.
Don’t expect to be able to work deeply for hours on end in the beginning. You might only have the concentration and energy to do ...
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