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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 distinctive community of motorcycle riders. Nike is another example of embedding itself in the fitness world with its Nike+ community.
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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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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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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 it...
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