Home Features Mastermind Videos About Advertise Blog Network Contact
   

Have A Suggestion?
Toronto Salsa Classes / Toronto Salsa Lessons Email us your ideas on how to make our website more valuable! Thank you Sharon from Toronto Salsa Lessons / Classes for your suggestions to make the newsletter look like the website and profile younger entrepreneurs like Jennifer Lopez and Sean Combs!
Have A Suggestion?

Featured Ebook


ebook Famous Entrepreneurs - Modern Empire Builders


Featured Ebook

More Evan Carmichael
More popular articles
Have A Suggestion?

Sales Lessons From Starbucks And Dell

trader joes cracking the code of lifestyle brands



trader joes cracking the code of lifestyle brands
   

In a recent edition of the Seattle Post-Intelligencer, we encountered a clever story examining the "unique" dating practices of a group of educated, single professionals. Frustrated with the bar scene and tired of being, well, single, these people formed a social group - a community - based on a unique common interest. In this case the interest wasn't mountain climbing, backpacking, sailing or wine tasting. No, the common interest that united this group of singles was their fondness for Trader Joe's. That's right, these singles gathered to celebrate their mutual interest in, of all things, a grocery store while scouting for potential mates. As one of the participants of the group (Trade Joe's Love!) suggests:

"It's mostly like a different bracket of society at Trader Joe's. And I often find myself pondering the domestic microbrews section and realizing I'm inadvertently checking out the hot guy next to me."

While this scenario may strike many - including the article's author - as peculiar or unconventional, if you ask me it makes total sense. Think about it, there are very few, if any, activities that will occupy more of your time with a potential mate, partner or spouse than eating will.

But to get to the larger point, however inadvertently, this example happens to nail the essence of a lifestyle brand. This is a retail brand, after all, whose expression is so clearly understood by those in its immediate community that it can be used as a foundation for romantic attraction and courtship. Like our jobs, our clothes, our vocabulary and our appearance, Trader Joe's communicates to others a heck of a lot about the kind of person we are. As another participant noted:

"There's this kind of feeling when you go there that your partaking in a sort of secret club. Like you and the folks that run the store are kind of winking at each other, showing off little treasures found off the beaten path."

In my mind, that's what the best lifestyle brands manage to convey - membership in a very special, meaningful club. And quite honestly, even though many of the folks I encounter claim to be in the lifestyle brand business, I can think of very few brands with the sort of true lifestyle resonance that Trader Joe's has managed to generate.

Perhaps I'm naive, but I find it a bit of a stretch to believe there is an army of singles scoping me out as I quietly eat my Chicken Cesar Wrap from Panerra while stuck in the United terminal at O'Hare. And while many in the CPG industries strive to achieve lifestyle brand status, how many CPG products truly signify membership in an exclusive club?

In fact, the Trader Joe's example serves as the perfect benchmark for all earnest brand managers interested in crafting lifestyle brands. Ask yourself, "Is mine the sort of brand whose meaning is so powerful, fundamental and relevant that consumers can (and will) use my brand as a basis for romantic attraction?"

Until your answer is an unequivocal "yes," you've got your work cut out for you.



trader joes cracking the code of lifestyle brands - To learn more about this author, visit Harvey Hartman 's Website.

Like this article? Share it with your friends
[Get Copyright Permissions] E-Mail | Print | More  


Related Articles Related Articles
trader joes cracking the code of lifestyle brands
  In a recent edition of the Seattle Post-Intelligencer, we encountered a clever story examining the "unique" dating practices of a group of educated, single professionals. Frustrated with the bar scene and tired of...
soul logic & the art of keeping it real
  The classic mid-century sci-fi image of the future assumes that humans will become more cerebral, more like the brainy aliens whom we imagine from advanced civilizations in other worlds. We picture them as hairless ...
What Type Of Company Should I set Up UK
  When setting up your company you need to decide at an early stage how you intend to structure it. What type of company legally beneficial - a Limited Company, a Partnership, Limited Liability Partnership or Sole Tra...
Open the umbrella brand strategy
  When attempting to unite a series of brands within a single message, an “umbrella brand” strategy is one way to get your consumer, audience, or constituency to make you their first choice.
Mines a BMW thats me
  When it comes to cars and other products and services most of us have a pretty good idea of what particular brands stand for, and an accurate mental map of where they stand in relation to other brands. We don't hav...

Related Forum Posts Related Forum Posts
Clothing Franchises Clothing Franchises
AdSense code AdSense code
Investments with a ranked forex trader for 2007 Investments with a ranked forex trader for 2007
Oh yeah, and I forgot to say.... Oh yeah, and I forgot to say....
If You Want To Make Your Blogger or Wordpress Blog "DoFollow If You Want To Make Your Blogger or Wordpress Blog "DoFollow
Tacking Code Tacking Code
My preferred Online Hosting My preferred Online Hosting
Web Designing Web Designing

 
About the Author
Have A Suggestion?

View Author's Blog
Become An Author

View Author's Video
Become An Author

Free Downloads


Harvey Hartman 's

Complete
List Of
Branding
Articles

First Name
Last Name
Email
 
If you enjoyed this article, get Harvey Hartman 's Complete List of Branding Articles For FREE!
Become An Author