So Unilever’s Axe, also known as Lynx in the UK have knocked up a microsite (thefixers.com) to help them promote their wide range of male grooming products. Axe/Lynx have focused the brand at the particular laddish lifestyle of it’s typical consumer demographic (young blokes) and this new site does just that. Tapping into the unpredictability [...]
Archive | March, 2009
What’s a lifestyle brand?
Wikipedia Definition The wizard that is wikipedia says…”A lifestyle brand is a brand that attempts to embody the values and aspirations of a group or culture for purposes of marketing. A successful lifestyle speaks to the core identity of its prospective customers. Individuals each have their own sense of self, based on their background (e.g. ethnicity, social [...]
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