Sydney Bicycle Film Festival 11-15 November 2009 The marvelous Scott…
How to be a better lifestyle brand
I think it’s a fair assumption that many brands, their products and and services, and their stake holders – want to be a lifestyle brand. We’ve seen phones, cameras and other technologies move out of the tech space and into the ‘lifestyle’ space.
But at what cost?
Well, maybe little to them – providing a new context in which their brand/product/service creates a day-to-day routine with their user. Phones are probably the best example of this. But there’s a really important lesson to be learnt:
If you’re a lifestyle brand, you have a lifestyle responsibility.
And that’s a really big responsibility. Your responsibility for being a part of my LIFE.
What this means is if you’re going to be an integral part of someone’s life: don’t mess it up. If you’re product has built in obseletion, if it is not customer centric, if it’s just a crappy product – then you’re going to let your customer down, over and over again.
Think about the rage you get when your computer, phone, watch, GPS, batteries, USB, PDA, internet, 3G, WiFi, memory card, hard drive, TV, Pay-TV, Online Video, Website, Mobile App, Twitter, Faceboo, ISP,
THINK ABOUT THE PART OF YOU THAT WANTS TO BREAK YOUR NEW IPHONE INTO TINY LITTLES PIECES AND SMASH THOSE SHARDS OF GLASS INTO THE FACE OF WHATEVER IS COMING BETWEEN YOU AND TWITTER!!!111
Take a breath. Okay, 3G came back on.
Now. If you’re an agency or a brand. Or someone trying to support someone’s lifestyle. Think about the lifestyle responsibility you owe them by doing so.