The Lifestyle Brand
The lifestyle brand is a relatively new concept within the world of marketing. To look back, the world that built modern consumerism in America was one plagued by fear yet blessed by disposable incomes. So man joined the machine that was industrialization and he moved into suburbia. But in doing so individualism was left in the dust.
Human history, until relatively recently, was a story of survival in a fight against your surroundings. Man was all his own. Life was a fight for the survival of family and self, that but with the rise of the American Middle Class a new standard was born that man, in his new white collar, was inclined to conform to, that his family would conform to, and that their purchases and possessions would be based on. Advertisers and Copywriters would take hold of this infantile standard and run with it. As such, they were able to do with it what they wished; creating their own industry.
THE STORY CONT...
But the story didn't end there. As man lived within the American machine he slowly lost his individualism and along with it much of what constituted a sense of self. So, in time, man began to look for that old individualism within his worldview. And what he knew and was practiced in was his role as a consumer. So he tried to set himself apart by having the best of the best and being able to compare his wealth with his neighbors. And the neighborly competition marketing campaign was born. The problem with this was that this race only did more to tear down man's inner individualism. Their possessions were different but the goal was everywhere the same. Have the most stuff. Enter the storage unit and the thrift store.
But most recently, the Lifestyle Brand has come along and through it people have found a way to use consumerism in order to allow Man to set himself apart by way of his possessions. The Lifestyle Brand's focus, while being very much on the quality of a product, does not boast of quality for qualities sake. It is used instead to point towards what is important in the brand; what the product represents.
It is a statement that the Lifestyle the product represents is worth the quality and attention to detail that has been observed in the manufacturing process. The Lifestyle Brand is a creation based not on the product itself but what that product and the manufacture of it are able to convey in its ownership and use. This allows the consumer to separate himself from the masses and express his individuality. It points toward the man he would be if and when separated from these masses.
Marketing and Copywriting are not simply about the words and how they are strung together within a language. There is art in its ability to convey a feeling, to induce action, and to understand what the reader/consumer is already looking for. For the lifestyle brand that is a certain life and a certain individuality that comes with it.