Lifestyle Branding: Engagement and the Total Experience


by James D. Roumeliotis

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When you visit your local Porsche dealership be prepared to engage. Staff will talk to you about the total experience. This will invariably include discussing the firm’s racing pedigree and performance. In your mind, you will be able to feel the steering wheel, smell the leather seats, and hear the roar of the engine. This car represents to you an exclusive club and you desire to be part of the privileged few. Clearly, one does not buy a Porsche simply to go from point A to point B. In practice, you might use this vehicle to commute to work, but this is not the incentive to purchase a piece of automobile and racing history.

Porsche is clearly a brand with authenticity and heritage. The principals shaping the consumer’s buyer behavior go beyond intention. There is a sense of engagement in fulfilling a dream. It can be to make a social status statement or a personal style choice. Whatever it is, it is not an unconscious choice. The codifiers are clear: This is who I am, and what I believe in. Ultimately, it can also articulate your sense of self-worth and your emotional aspirations.
The most important emotional benefit in my view is that a product of this caliber and class expresses itself when the consumer can declare: “It suits my lifestyle.”

Lifestyle brands matter
Not every brand is a lifestyle brand regardless of whether it strives to portray itself as such…

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1 Comment

Filed under Branding, Business, Luxury, Marketing

One response to “Lifestyle Branding: Engagement and the Total Experience

  1. Pingback: Brand Refresh: Re-branding Through a Meaningful Transformation | Unconventional Business Wisdom for the refined entrepreneurial mindset - by James D. Roumeliotis

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