Category Archives: lifestyle branding

November 1, 2025 · 12:57 pm

The Business of Bespoke: Inside the World of Custom Luxury Experiences

By James D. Roumeliotis

In today’s world, luxury isn’t about owning more, it’s about owning what no one else can have. In this episode, I’m diving into the world of bespoke experiences where everything is crafted to the individual…from custom couture and personal chefs to curated art collections. In this article, I unveil what drives this market, why people pay a premium for it, and what entrepreneurs can learn from the psychology and business model of personalization.

Custom Couture: The Art of Personal Identity

Let’s start with bespoke fashion…the ultimate expression of individuality.

In the world of couture, personalization is everything. Brands like Dior, Chanel, and Elie Saab offer made-to-measure garments tailored to each client’s exact measurements, lifestyle, and aesthetic.

But beyond the fabric and design lies the experience:

  • Private fittings in Parisian ateliers.
  • One-on-one design consultations.
  • Hand-sewn embroidery that can take hundreds of hours.

Even men’s tailoring has its icons. Savile Row in London remains the gold standard of bespoke suits…crafted stitch by stitch to fit one person, and one person only.

Example:
Luxury tailor Huntsman of Savile Row once created a custom tweed for a client that matched the shade of his vintage Jaguar. That’s not fashion…that’s personal storytelling through style.

Business Lesson:
In the bespoke world, time equals status. The longer and more exclusive the process, the greater the emotional and perceived value.
Entrepreneurs can learn this: Don’t sell products…sell identity, rarity, and experience.

Personal Chefs – The Taste of Tailored Living

Next, let’s talk about the rise of personal chefs…a booming part of the bespoke lifestyle.

In the post-pandemic era, ultra-high-net-worth individuals have embraced private dining at home…but with five-star restaurant standards.

Example 1:
Chef Daniel Humm, from Eleven Madison Park, curates exclusive dining experiences for clients worldwide, often customizing every detail, menu, wine pairing, even plating, to reflect their culture and preferences.

Example 2:
Companies like HireAChef.com or La Belle Assiette have made personal dining accessible, offering private chefs who design menus based on allergies, nutritional goals, and personal taste.

It’s not just food…it’s curated nourishment.

Clients expect:

  • Tailored menus based on DNA nutrition or health data.
  • Local, sustainable sourcing aligned with their values.
  • Seamless service that blends hospitality with artistry.

Business Lesson:
This segment thrives on intimacy and anticipation. Clients aren’t buying meals, they’re buying trust, privacy, and the assurance that every sensory detail is crafted just for them.

Entrepreneurs should take note: The next generation of service businesses will win by making customers feel deeply seen and personally served.

Curated Art Collections – Investment Meets Identity

Now, let’s move from the table to the gallery, where curated art collections define not just taste, but legacy.

Owning art isn’t just a hobby for the wealthy…it’s a statement of identity, intellect, and influence.

Example 1:
François Pinault, founder of the Kering luxury group…which owns Gucci, Balenciaga, and Saint Laurent, turned his private collection into one of the most respected modern art portfolios in the world, culminating in the Bourse de Commerce Museum in Paris.

Example 2:
The Pigozzi Collection, often called “the world’s largest collection of contemporary African art,” reflects not just aesthetic taste but a philosophy of cultural connection.

How the business works:
Bespoke art consultants help clients:

  • Commission works directly from artists.
  • Curate pieces that reflect personal themes, values, or milestones.
  • Build collections that double as long-term investments.

For the client, each piece becomes part of their personal narrative. For the advisor, it’s a fusion of psychology, market strategy, and storytelling.

Business Lesson:
In the bespoke art world, the value isn’t only in what hangs on the wall…it’s in the meaning behind it. Entrepreneurs in any industry can learn this: Attach emotional storytelling to your product, and you’ll elevate its perceived worth.

The Psychology of Bespoke: Why Personalization Sells

Here’s what ties all these experiences together: emotional ownership.

When a client feels something is created exclusively for them, it becomes priceless.
It’s the same psychology behind:

  • A monogrammed Hermès bag.
  • A custom Rolex dial.
  • Or a tailor-made yacht interior that matches a client’s personality.

In a world drowning in mass production, bespoke experiences represent ultimate control, privacy, and individuality.

Entrepreneur’s Takeaway:
The luxury consumer doesn’t want to own more…they want to own meaning.

In Summary

So, whether it’s custom couture, a personal chef, or a curated art collection, the lesson for entrepreneurs is clear: The future of business lies in personalization, craftsmanship, and emotional value. In the age of AI and automation, the brands that will thrive are the ones that make people feel personally understood.

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April 7, 2025 · 2:40 pm

How Companies Sell You a Feeling and a Lifestyle, Not Just a Product

By James D. Roumeliotis

What if I told you that your favorite brands aren’t just selling you a product… but a feeling? That cup of coffee? It’s not just caffeine—it’s warmth, comfort, and routine. Those sneakers? Not just shoes—they make you feel unstoppable.

The Shift from Features to Feelings

Let’s rewind to the early days of advertising. Back in the 1950s and 60s, marketing was all about product features. ‘Our toothpaste has fluoride! Our car has more horsepower!’ But as competition grew, brands realized that logical selling wasn’t enough. People don’t just buy what something is. They buy how it makes them feel.

  • Black-and-white commercials listing features of household items
  • Transition to modern emotional ads (Nike, Coca-Cola, Apple)

Think about it—when was the last time you saw a Nike ad that listed the materials of their sneakers? Instead, they tell stories of athletes overcoming impossible odds. Nike isn’t selling you a shoe. They’re selling you the feeling of greatness.

The Psychology Behind Emotional Marketing

  1. Identity – We buy things that align with who we are (or who we want to be).
  2. Nostalgia – A strong emotional pull makes brands unforgettable.
  3. Social Proof – If others love it, we want to be part of it too.

Neuroscience tells us that emotions drive 95% of our purchasing decisions. Logic comes in after the fact—to justify why we bought that designer handbag or that latest iPhone. Brands tap into our sense of identity, belonging, and even nostalgia.

Example

  • Apple’s “Think Different” campaign → They sell innovation, not just devices.
  • Coca-Cola’s holiday commercials → They sell happiness, not just soda.
  • Harley-Davidson → Not just a bike, but a rebel lifestyle.

How Simple Products Became Cultural Icons

Some of the most iconic brands today started as simple products. But through emotional storytelling, they became movements.

Examples:

  • Starbucks: Started as a simple coffee chain. Today, it sells ritual, comfort, and community.
  • Apple: Once just another tech company. Now, it represents creativity, status, and belonging.
  • Coca-Cola: Originally a simple soda, Coca-Cola has become a symbol of happiness and togetherness. Through consistent messaging around joy and community, Coca-Cola’s storytelling has created a brand that people associate with shared moments and positive experiences.

People don’t just buy a Starbucks latte. They buy the experience of being in a cozy café, working on their dreams. It’s why people proudly hold that cup, even if it costs double the price of regular coffee.

The Future of Emotional Branding

So, where is emotional marketing headed next? In 2025 and beyond, brands will have to go even deeper into storytelling, personalization, and immersive experiences.

Predictions for the Future:

  1. AI-Driven Personalization → Ads that adapt to your emotions in real time.
  2. Metaverse & Virtual Experiences → Brands selling digital feelings (think Nike’s virtual sneakers).
  3. Cause-Driven Branding → Companies linking themselves to social movements (Patagonia, TOMS).

The brands that win won’t just sell products. They’ll sell experiences, identities, and emotions—because at the end of the day, that’s what we’re really buying.

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August 1, 2023 · 9:45 am

How to Create Artificial Scarcity for Exclusivity, Cachet & Stellar Profit Margins

By James D. Roumeliotis

Creating artificial scarcity with products is a shrewd marketing strategy that aims to increase demand and perceived value by limiting the availability of a product or service. It can be used to generate excitement, urgency, and a sense of exclusivity among consumers.

However, to earn respect and steadfast clientele as a “prestigious” brand, it’s essential to approach this strategy ethically and transparently. Here are some methods to create artificial scarcity with products:

  1. Limited Editions: Offer limited editions of your products, making it clear that there will only be a fixed number available. This can create a sense of urgency among customers who want to own something unique and exclusive.
  2. Time-Limited Offers: Implement time-limited offers or flash sales, where the product is available at a discounted price for a short period. This encourages customers to make quick decisions to avoid missing out on the deal.
  3. Pre-Orders and Waitlists: Launch products with pre-order or waitlist options. By allowing customers to reserve a product before it’s officially released, you can create anticipation and interest in the item.
  4. Seasonal or Holiday Releases: Introduce products that are specifically tied to certain seasons or holidays. This creates a sense of urgency as customers know the product will only be available for a limited time.
  5. Controlled Distribution: Control the distribution of your product to specific regions or stores, making it harder for customers to access it, and thus creating a perception of scarcity.
  6. VIP Access: Offer exclusive access or early release to a select group of customers, such as loyal customers, members of a loyalty program, or influencers. This can make others desire the product even more.
  7. Limited Time/Quantity Promotions: Run promotions where a specific number of units are available with added benefits (avoiding discounts). Clearly communicate the limited quantity or time frame to create urgency.
  8. One-Time Reissues: If you have an older product that was well-received but discontinued, consider reissuing it for a limited time. This could create a surge in demand from customers who missed out on the initial release.

Building cachet

Building cachet in a product or service is a strategic approach used by businesses to create a perception of prestige, exclusivity, and desirability. It involves enhancing the brand image and reputation to attract a select target audience willing to pay a premium for the perceived value and status associated with the offering. It requires consistent messaging, attention to product quality, and a clear understanding of the target audience’s desires and values.

Cases in point: Nike vs. Hermès; Diamond industry; Prime energy drink

Hermès is not the world’s biggest fashion label ─ it’s Nike, followed by Louis Vuitton (LVMH group), Gucci (owned by Kering), Chanel, Adidas and finally Hermès. But Hermès appears to be the most desirable brand. Recently, the stock price of the French leather goods company, founded by harness-maker Thierry Hermès in 1837, soar to more than €2,000 per share. It raised Hermès’s market cap to €210 billion, even surpassing that of Nike. Hermès is primarily owned by the Hermès family, which through its holding company, H51, holds the majority of the company’s stake, and one of the few luxury brands that remained independent.

Much of Hermès’s magnetism comes from positioning itself as an exclusive brand by creating scarcity over its two priciest best-sellers ─ the Birkin, starting at €15,000 and produced in small numbers (artificial scarcity, thus waitlists) and the Kelly bags. These two alone accounts for €2 billion in annual sales.

A notable industry which in its entire history has created artificial scarcity is the diamond sector. It controls supply to manipulate prices. On top of extreme ethical violations, leaders in the diamond industry are extremely clever in limiting the supply of the clear and glitzy rocks. Despite diamonds being numerous, fake scarcity keeps prices extremely high. The estimates on markups are broad, but most of the reliable sources indicate that at least 300% is the usual markup. 

Prime Hydration is a line of fruit-flavoured sports drinks fortified with vitamins and minerals. It was launched by rapper and boxer KSI and YouTube content creator Logan Paul in January 2022.  It’s so popular worldwide that in places, such as the United Kingdom, grocery stores have had to ration it. In the U.S. and Canada, it retails online for about $10 per 500 ml (16.9 oz.) bottle. So, what gives with this particular product?

  • FOMO (Fear of Missing Out): Scarcity triggers the fear of missing out, and consumers may be more motivated to purchase an energy drink if they believe it won’t be available for long.
  • Collectability: Limited-edition or rare energy drinks can become collectibles, appealing to enthusiasts who want to own and preserve unique products.
  • Social Media Buzz: Artificial scarcity can generate buzz on social media platforms as consumers share their excitement about the limited availability of the product.

In the final analysis

Remember that while creating artificial scarcity can be an effective marketing tactic, it’s essential to maintain transparency with your customers. Be clear about the limited nature of the offer and avoid deceptive practices that may undermine trust in your brand. Additionally, be mindful of potential backlash if customers feel manipulated or misled. Artificial scarcity should be used ethically and as part of a well-rounded marketing strategy.

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December 7, 2022 · 8:58 am

The Cult Brand: Providing an exceptional experience to the point of total customer devotion

by James D. Roumeliotis

There are brands that tout the virtues of their products and/or services with a religious fervor. A “cult” brand is a product or service with a strong loyal customer following, whereby their clients are fanatical about their products or services to the point where their lifestyle revolves around those popular brands. This level of fanaticism also makes those devout followers unsolicited brand ambassadors.

Cult brand examples with customer aficionados include Apple, BMW, Porsche, Fox News, Lulumemon, Zappos, Oprah, Harley Davidson and Starbucks to name a few. As for Starbucks, it offers a superior product and experience that some people would go out of their way, by driving by less expensive alternative coffee shops, to pay for Starbucks’s pricier cup of coffee.

More than just a product or service, it is a lifestyle

Generally speaking, brands that are designed for a lifestyle should have a much higher emotional value to consumers than ones based on features like cost or benefits alone.

Call it “hype” or give it any other label, cult brands are a unique breed that create and are given plenty of attention. Their brand value is also much higher than their closest competitors. They have achieved a special connection with consumers through their distinctive appeal.

Unlike religious or similar type cult following, the cult brand is considered “benign” or a “benign cult” since it satisfies a need and desire in a positive and harmless manner. Some brand loyalists have gone as far as having their beloved brand tattooed on their body.

A brand is considered as a “cult” brand if the following aspects are present:

  1. Customers receive more than a product and/or service ─ they experience a lifestyle;
  2. Brand devotees firmly believe there are no substitutes for their beloved brand;
  3. Customers feel a sense of ownership with the brand;
  4. Loyalty is prolonged over time compared to brands which are considered fads and unsustainable in the long-term;
  5. An extraordinary degree of customer loyalty exists.

Ingredients of a cult brand: using psychology, identity and a sense of belonging

It is not enough for brands to spend plenty of money on glorified advertising. Any company with an adequate budget can do that. The essential challenge is to utilize an approach that makes people want to embrace a product and/or service that people would enjoy making it part of their life, as well as identity and belonging.

Brand cult status is an emotional component of the brand but it is not as simple to achieve. As per The Cult Branding Company, a brand consultancy firm, there are seven rules of cult brands this author stands behind ─ and are as follows:

Rule #1 – Differentiate: To achieve a special connection with consumers, the brand should have a distinctive allure and be unconventional in a good sense.

Rule #2 – Be Courageous: Cult Brands are successful because they are unlike their competitors. They possess their own personality, DNA and rules. They are also passionate about their offerings and their customers for whom they exist in the first place.

Rule #3 – Promote a Lifestyle: The goal of a lifestyle brand is to get people to relate to one another through a “concept brand.” These brands successfully sell an identity, image and status rather than merely a “product-service” in the traditional sense of the term.

Rule #4 – Listen to Your Customers: Focus on serving your customers’ desires by being customer-centric. Encourage feedback and utilize it as an opportunity to form ideas, and provide solutions that establish and retain loyalty.

Rule #5 – Support Customer Communities: Cult Brands build effective and sustainable relationships with their customers by developing and supporting a customer community that allows users, partners, and company employees to share information, answer questions, post problems, and discuss ideas about product enhancements and best practices in real-time. Cult brands also gather their loyalists by organizing occasional social events to ignite additional enthusiasm for the brand.

Rule #6 – Be Open, Inviting, and Inclusive: Cult Brands do not discriminate in terms of age, race, or sexual preference. As such, everyone who believes in the brand’s mission is welcome.

Rule #7 – Promote Personal Freedom: For most, the Abraham Maslow hierarchy of needs pyramid includes elements of self-esteem and self-actualization. As such, a well-regarded brand will express this as much by promoting freedom which is essential in expressing one’s own unique identity and worldview without fear of consequences.

In the end: Achieving the highest level of emotional connection via brand advocacy

Cult brands have a fanatical customer base. A culture is created around the brand based on consumers of a niche group. From there, the brand evangelists spread the message and enlist more followers.

When consumers are treated with honesty and delighted by a brand experience, they begin to bond emotionally with the brand. They become brand loyalists and advocates – buying the brand more often and recommending it to others. This behavior serves to build the brand’s reputation. This approach is priceless – even though it may take longer to take a positive effect.

That said, innovative products, exceptional services, the total customer experience and the lifestyle which comes with being associated with the brand are what truly makes a cult brand exceptional from competing brands. The key objective is to create a relationship of trust. The world’s powerful brands establish trust and friendship with their customers. They develop emotional capital, and gain passion. This is what makes them great, thus “cult” brands.

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September 2, 2021 · 1:48 pm

Sound Branding: Exploiting the Auditory Human Sense for Multi-sensory Communication and Emotional Connection



By James D. Roumeliotis

It is said that the human ear reacts to certain sounds which is telling that we’re wired for sound. Sounds, most notably music, trigger emotions, auditory pleasures, memories and associations. For branding, sound is multi-sensory communication and a holistic corporate model which drives perception, creates attention along with a familiar association. It’s also a means of differentiation from the plethora of advertising media.

The auditory effect to enhance brand identity

Whether it’s a memorable Intel or Coca-Cola jingle, a mega artist’s association with a soft drink or lifestyle brand, Harley Davidson’s distinctive and trademarked motorcycle exhaust sound, or Kellogg’s investment in the power of auditory stimulus with its cereal crunching sounds, marketing strategically through proprietary sounds is increasingly becoming a prevalent means of forming a distinctive brand personality. The advent of digital media and devices with built-in audio, such as smart phones, tablets, streaming media or podcasts, increases the opportunities for companies to utilize audio branding in their overall communication strategy and brand experience. Samples of audio identity can be viewed and heard here.

Consider, below, what some brands are doing with sound to entice new clients and retain existing ones:
– Automobili Lamborghini developed “The distinct sound of Lamborghini” — a stirring and thunderous video soundtrack and the prelude to a potent new driving experience.
– Hip boutique hotels such as Puro Hotel in Mallorca, whose beach bar has been voted one of the world’s 50 best by CNN Travel, surrounds you everywhere with lounge/chill-out genre of music compiled by its in-house DJ ‒ whether you open their website, choose to listen to their on-line steaming player, purchase a CD, relax by the pool sipping a passion fruit mojito or come nightfall, gather around to dance to their house tunes.

Martin Lindstrom, branding expert and author of several books on the subject of ‘neuromarketing’, wrote in his book “Brand Sense” (on “Branding the Sound of Falling Aluminium”), that the Danish luxury audio/video brand, Bang & Olufsen, has raised the bar in the manufacture of corded phones with the Beocom 2 model phone ring tone. He is quoted stating, “By refining this existing sensory touch point, additional brand equity is established, and a new aspect of the Bang & Olufsen brand is raised in the universe of the brand.” Birgitte Rode, CEO of Audio Management adds, “The difference between the BeoCom2 sound and other ringing tones is, that the Bang & Olufsen sound is human, it makes you feel at home, and it´s instantly recognizable.”

Producing a desirable ambiance best suited for your target

The late fashion design icon Karl Lagerfield once stated that “Fashion and music are the same, because music express its period too.” Music, effects, volume and vibrations ‒ the tone and the energy of any place can be set with the right music selections. Upbeat music that would be appropriate in the evening may not appeal to morning customers who may yet be fully alert. If you have an Italian-themed bar, you may want to interject some Italian music from artists like Zuccero or Eros Ramazotti. If your theme/branding and ambiance is geared to a very hip, young audience, it will likely suit your customers to include songs with a driving beat from cutting-edge alternative and electronic artists.

Emotionally anchoring a brand to its clients

Designing and implementing custom music and visual strategies emotionally anchor a brand to its clients. A 1982 study published in the Journal of Marketing determined that “it is possible to influence behavior with music.”

In 1934, a company named Muzak, now owned by Mood Media, launched a pioneering idea of low-level instrumental background music which they termed as “stimulus production” which improved worker productivity in offices. This was eventually taken to other areas most, notably retailers, as well as the hospitality domain as a means to enhance the ambiance in and around surrounding areas.

Retail background music which is curated though licensed music/songs, as well as scent marketing, and various stimulating visuals, such as video walls and digital menu board, indirectly captivate and influence clients’ mood to make purchases and improve sales. These help create emotional connections between the retailers and their shoppers.

DJs or Music Stylists, as they are more urbanely referred to, include Felix Cutillo at Sonodea, who compile the playlists to complement the client’s (retailer, hotel etc.) brand identity along with input from their client.

Taking this even further, with live music event sponsorships, brands can enhance their image on their clients which in turn can positively influence their sales ─ as a 2015 study from live event promoter AEG and marketing agency Momentum Worldwide uncovered. “When it comes to connecting with consumers, especially millennials, music is one of the most effective ways. For brands, the opportunity exists within music to create value for their customers and build a lasting relationship unlike any other,” according to Glenn Minerley, Momentum Worldwide’s VP, Group Director – Music and Entertainment.

At the end of the day

A brand’s identity is comprised of visual, auditory and other sensory components that create recognition in the mind of the consumer. The power of music has the ability to seduce the soul, raise the spirit, build social connections, wiggle our bodies to the rhythm, increase purchases, as well as develop, strengthen and recognize brands. Sound branding supports refining brand communication and in designing a better sounding environment.

In some fashion, all business is show business and storytelling. Brand image is all about the experience, perception and differentiation you create in the customers’ mind. Sound branding forms part of the equation and bringing all this into meaningful consideration by applying its multi-sensory approach to attracting and retaining clientele to your brand and business establishment. It is, therefore, essential to consider audio brand management and strategic use of sound in the total branding equation.

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February 1, 2021 · 9:52 am

How to Blemish Your Well Established and/or Prestigious Brand and How to Prevent It

By James D. Roumeliotis 

A business invests time, resources and money building a brand over the years. Its image and reputation are sensitive matters which should be kept top of mind as they form perceptions on the mind of the consumer. This in turn drives revenues and noteworthy profits. Thus, it goes without saying that a brand is core to a company’s success. Moreover, the leadership behind it should be making methodical decisions to retain the brand’s reputation through diligent decisions and actions. Surprisingly, this is not always the case with some brands ─ primarily the people behind it, the brand custodians, along with their organizational culture.

So, What Gives?

The main reasons why a company may be neglecting its brand image includes:

  • Bad products or service;
  • Below average post sale service;
  • Not delivering on promises or lying and over-hyping the features & benefits offered;
  • Mixing and associating politics, race, religion, sensitive causes, and rogue individuals;
  • Overexposure including not carefully vetting the licensees;
  • Not delivering on a positive and effortless total customer experience;
  • Lack of employee training, empowerment, motivation and not everyone being on the same page or common goal with customer centricity throughout the organization;
  • Paying little attention to the noise and discussions made about the company/brand over social media.

Classic Cases of Greed, Over-exposure, and Negligence

Pierre Cardin: When the late 98-year-old fashion designer with the eponymous name passed-away, he left behind a legacy mixed with unique creativity, yet his name was overexposed on hundreds of products, from accessories to home goods. From an icon to a blemished brand whose prestige waned to oblivion. For over seven decades, he designed unique and unconventional clothes which pushed the boundaries of the acceptable. For example, he introduced his “bubble dress,” a short-skirted, bubble-shaped dress made by bias-cutting over a stiffened base. He would experiment with synthetic materials such as vinyl, and Plexiglas among other avant-garde textiles. He also introduced unisex fashion which were indistinguishable between man and woman.

Later, Pierre Cardin developed licensing agreements with several industries which put his brand name on a vast number of consumer goods, including cosmetics, pens, even cigarettes. He once amused that, if given the opportunity, he may even put his name on a roll of toilet paper. As a result of his practice, he eventually cheapened his brand despite the wealth it afforded him. The overall effect of making Pierre Cardin appear on a variety of items was solely to make habitually non-fashionable products appear high-end.

By the mid 1990’s with about 904 licenses globally, his licensing overexposure led to the devaluation of the brand. In 2011, he attempted to sell his business. Despite discussions with several potential investors, he did not succeed in that endeavor.

So why did Pierre Cardin chase money to the detriment of his brand? He answered this question while defending his strategy by stating: “I don’t want to end up like Balenciaga and die without a nickel — then, 20 years after I’m dead, see others make a fortune from my name.“

The moral of the story is that a fashion icon brand which wanted to exploit its reputation and expand beyond its in-house offerings, required a strategy of licensing with a selective and discerning manner.  

Donald J. Trump and the family owned Trump Organization: The former US President and once renowned NYC Real Estate developer went from a hyped-up and aspiring luxury lifestyle brand to one presently looked-upon with disdain. He spent four years treating politics, diplomacy, the climate, and the well-being of his people as trivial matters, and in the process, alienated more than half-the country’s voters. The final nail in the coffin was the backlash from the Capital riot that he incited on January 6th, 2021. Timothy O’Brien, Bloomberg opinion columnist and the author of Trump Nation, on MSNBC News declared: “Trump’s brand is associated with violence, insurrection and hatred.” The headline in an Ad Week January 8, 2020 article, states: “Exclusive: Trump’s Name, Once a Brand, Is Now a Banner of Extremism.”

According to several people close to him, winning the Presidency to the WH in 2016 came unexpectedly to Donald J. Trump. He wasn’t quite up to the task for the job, other than the prestige and power bestowed upon him. While moonlighting as President of the US, Trump spent four years destroying two brands: his own and his Republican party’s. Consequently, banks, business partners, his lawyers, and political allies have distanced themselves from the former president. Much of his licensing business, which grew somewhat following the popularity of The Apprentice TV show, has reached a low point since he became president. 

Outright Reject Creating Scams and Malfeasance

Moreover, as anyone who maintains an element of morals and ethics in the business world will acknowledge, scams and malfeasance are not a good brand-building strategy. Consider the extinct Trump University: an online education scam, the Trump Foundation: a scam-packed philanthropy, and Trump Network: a multi-level marketing and devious organization.

What Can You Do to Preserve Your Brand Reputation?

  • Have a viable plan in place to build and preserve your reputation: It is not a onetime event, or a serious of occasional events but rather an ongoing process. Constantly monitor your brand. Be proactive vs. reactive to prevent issues from turning into a crisis.
  • Develop an online strategy to spot increases in negative conversation before they reach bloggers and online media.
  • Use social media to clarify customer misunderstandings, reducing overall complaints and building brand fans simultaneously.
  • Keep an open-door policy and encourage dialogue with your employees to obtain any adverse issues before they get exacerbated.
  • Apologize to customer complaints in a timely manner. 
  • Be transparent when handling client issues and avoid using pretexts.
  • Use testimonials as these can help boost any image problems.
  • Reward loyal customers and supporters by making them feel appreciated.
  • Do not associate your brand with any rogue partners. Choose the charities, sponsorships and cause marketing affiliations carefully.

Finally, avoid being entangled with religion, politics or any other sensitive subject and institutions.

Complacency and insensitivity in your business should, by all means, be avoided let alone developing and retaining a stellar brand reputation.

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September 7, 2020 · 12:14 pm

Lifestyle Branding: Engagement and the Total Experience

By James D. Roumeliotis

How Is Technology Helping Fashion Lifestyle Brands Connect To Their Human Side

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. The brand also added its own private race tracks in several parts of the world for its customers to have exhilarating moments testing various models. Clearly, one does not buy a Porsche simply to go from point A to point B. In practice, you might use this care 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 principles shaping the consumer’s buying 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. A company can define itself as a lifestyle brand when its products promote more than a product with key benefits and
attributes. Note however that lifestyle branding is more than just promoting “a way of life”. It is a product or service that provides consumers with an emotional attachment to the lifestyle of the brand. Think of Ralph Lauren and you can readily see it is not about the clothes. It becomes an attachment like Porsche to an exclusive club in which you can be a member through emotional identification through use of the products in question.

Savvy companies understand these principles and look to keep the customer engaged. By doing so, they clearly forge the sort of long term relationships, which become the envy of their designated sector. Financial benefits clearly follow, but the raison d’être of the firm must back up its promotion for this to work effectively. One reason so many firms want to enter the lifestyle arena is profitability and high profit margins. Established brands can tap economies of scale when they launch new products at a cheaper cost to the firm. Surplus revenue can then be channeled into extensive advertising and promotion costs.

Building a Lifestyle Brand
Generally speaking, a brand that is designed for the lifestyle segment should have more emotional value to consumers. Features, cost, and benefits do play a role but by themselves they would be insignificant. There are companies that become a lifestyle brand by tying their product ranges to a distinctive culture or group. Marketing guru, Seth Godin labels this with the key word as a “tribe”. A classic case is Harley Davidson, who sells branded merchandise to customers whether or not they own one of the firm’s motorcycles. Other key lifestyle brands include Nike, Wholefoods, Red Bull, Hackett, Hermes, and Louis Vuitton among others.

In the electronics and computer industries, it is uncommon to have lifestyle products. However, Apple has broken this “glass ceiling” by its unconventionality with products which come with its seamless eco-system. Even its ubiquitous white headphones have become a fashion accessory and, some would even argue, a status symbol. The people who follow Apple and its “lifestyle” are clearly all obsessed in a way that the firm intended when it embarked on this well-thought-through strategy.

Lifestyle brands have clearly impacted on luxury brand management. The usual suspects such as BMW, Armani, W Hotels, and Rolex — just to name a few, have fostered commitment and loyalty with their promotional campaigns. These have given consumers an “associate” status with all that is glamorous. Just think of Daniel Craig and James Bond. Sales at Omega thrive on this “Bond engagement”.

The methods to reach a target audience require an integrated marketing/communication strategy. They clearly require taking into consideration and harmonizing the following aspects:
• Experiential Marketing;
• Grassroots marketing;
• Promotional tours;
• Sponsorship of lifestyle events;
• Lifestyle marketing on the Web: think Facebook;
• Viral video marketing;
• Social media/networking (blogs, chat rooms & message boards);
• “Interactive” is key;
• Mobile phone media, text messaging & applications.

Not Every Brand Can be a “Lifestyle”
New research from Kellogg at Northwestern finds that the strategy of traditional brands to reposition themselves as a “lifestyle” brand may fail. The reason is not rocket science: they simply fail to “bond” with
their customer base. “The open vistas of lifestyle branding are an illusion,” said Alexander Chernev, lead author of the study and Associate Professor of Marketing at Kellogg. “By switching to lifestyle positioning, brands might be trading the traditional in-category competition for even fiercer cross-category competition. Now they have to compete not only with their direct rivals but also with brands from unrelated categories.”

The study reveals how brands serve as a means of self-expression along with the limitations of expressing a consumer’s identity through brands. Moreover, the study uncovers customers’ desire for self-expression through brands is finite.

Why Do Some Lifestyle Brands Become A Way Of Life?Fabrik Brands
Credit: Fabrik Brands

In Perspective
Forward-thinking brands are those which will continue to develop creative ideas and solutions that will allow people to interact with each other and explore, as well as share creative opportunities. Moreover,
those same brands will make it a strategic priority to add pleasure into the lives of their consumers.

To be sure, there are many excellent examples of lifestyle branding. Just examine the “hotel as lifestyle” creator, Ian Schrager. Since the 1970’s, as an entrepreneur, Chairman and Chief Executive Officer of
Ian Schrager Company, he has achieved international recognition for concepts that have revolutionized both the entertainment and hospitality industries.

His passionate commitment to the modern lifestyle has been expressed through a series of pioneering concepts:
The hotel is no longer just a place to sleep. It is portrayed as your home away from home. This allows hotels to act like theater. Think of the boutique hotel or “cheap chic”, “lobby socializing”, the resort, or the spa.

His keen instincts for the mood and feel of popular culture were honed during the 1970s and 1980s, when he and his late business partner, Steve Rubell, created Studio 54 and Palladium. In 1984, they turned their attention to Morgan’s Hotel and introduced the concept of “boutique hotel” to the world, which is today one the hottest segments in hospitality.

The goal of a lifestyle brand is to get people to relate to one another through a “concept brand.” These brands successfully sell identity, image and status rather than a “product-service” in the traditional meaning of
the term.

If they are successful in capturing their audience, then they become legends in their own right. If you examine the published photographic testament to “Il Pelicano” in Tuscany you will understand perfectly the meaning of the lifestyle branding spirit.

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