Nerd Alert: The Downsides of Being a 'Lifestyle Brand'

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The Marketing Architects

Marketing Architects

224 episodes

15 hours ago

Introducing a research-first podcast that builds revenue, not condos.

Answer questions on the biggest marketing trends and news with discussions based in marketing, psychology and economics research. Along the way, learn about marketing accountability, category leadership, brand-building and much more.

Featuring a team of experienced marketers whose blueprints for success are marketing strategies actually proven to work.

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Nerd Alert: The Downsides of Being a 'Lifestyle Brand'

The Marketing Architects

9 minutes

1 month ago

Nerd Alert: The Downsides of Being a 'Lifestyle Brand'

Welcome to Nerd Alert, a series of special episodes bridging the gap between marketing academia and practitioners. We’re breaking down highly involved, complex research into plain language and takeaways any marketer can use.

In this episode, Elena and Rob explore how lifestyle brands compete for limited consumer self-expression. Once people express themselves through one brand, their appetite for additional identity-driven brands declines.

Topics covered:

[01:00] "Competing for Consumer Identity Limits to Self-Expression and the Perils of Lifestyle Branding"
[02:00] Identity saturation and its effect on brand preference
[03:00] Why thinking about favorite brands reduces enthusiasm for new ones
[04:00] Symbolic versus functional brands
[06:00] What happens when your unique brand becomes mainstream
[07:00] Reversing identity saturation through uniqueness threats

To learn more, visit marketingarchitects.com/podcast or subscribe to our newsletter at marketingarchitects.com/newsletter.

Resources:
Chernev, A., Hamilton, R., & Gal, D. (2011). Competing for consumer identity: Limits to self-expression and the perils of lifestyle branding. Journal of Marketing, 75(3), 66–82. https://doi.org/10.1509/jmkg.75.3.66

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