Success
One key indication that a brand has become a lifestyle is when it successfully extends beyond its original product category. For example, Nike used to be a product-focused company focusing on making running shoes. But over time, the company and its logo has become associated with the athlete subculture. This has allowed Nike to expand into related athletic categories, such as sports equipment and apparel. Gaiam started out as a yoga company, but has had great success in developing a lifestyle brand, which has allowed them to move into other markets as varied as solar power and green building supplies.
It appears that for some companies, an important component of becoming a lifestyle brand is expanding their product line to their company name and image with several products associated with a group or culture. Examples include Calvin Klein licensing its name to a perfume called CKOne, and Harley Davidson selling branded merchandise to its customers. By this measure, other successful lifestyle brands include Caterpillar, John Deere, Abercrombie & Fitch, and Gucci.
Although lifestyle brands are relatively uncommon in the electronics and computer industries, Apple became a lifestyle brand after it expanded its market share into the music industry through its iPod digital music player. The iPod and the ubiquitous white headphones included are also deemed a fashion accessory by some and may be considered a status symbol, although this is somewhat debatable.
Read more about this topic: Lifestyle Brand
Famous quotes containing the word success:
“High on a throne of royal state, which far
Outshone the wealth of Ormus and of Ind,
Or where the gorgeous East with richest hand
Show’rs on her kings barbaric pearl and gold,
Satan exalted sat, by merit raised
To that bad eminence; and, from despair
Thus high uplifted beyond hope, aspires
Beyond thus high, insatiate to pursue
Vain war with Heav’n, and by success untaught,
His proud imaginations”
—John Milton (1608–1674)
“I feel that you will not only be the making of my happiness, but also of my fortunes or success in life. The truth is I never did half try to be anything, or do anything. There was no motive ... and so I have lived, not an idle, but a useless sort of life. Hereafter I hope all that will be quite changed.... I shall have purpose and steadiness to keep ever doing, looking to your happiness and approval as my best reward.”
—Rutherford Birchard Hayes (1822–1893)
“If A is a success in life, then A equals x plus y plus z. Work is x; y is play; and z is keeping your mouth shut.”
—Albert Einstein (1879–1955)