At one of the most recent veteran organization meetings I have been able to speak at, a gentleman came up to me and asked what I do.

I responded, I own Lord Wallington.

Him, what's that?

Me, a lifestyle brand for men. 

Him, what's that?

Me, that's a good question, no one follows-up up with that question. Everyone just agrees with me.

This made me think. If this gentleman, who was probably in his mid to late 40's, had no idea what a lifestyle brand was, or what it meant, who else doesn't know? Who else is left with a blank stare just agreeing with me when I tell them that Lord Wallington is a "lifestyle brand for men"? Do they think that we sell lifestyles?

Well, I hope so because in all honesty, that's exactly what we are doing. Selling a lifestyle.

A lifestyle brand as described by Wikipedia, the most trusted name is sources, defines a lifestyle brand as "a company that markets its products or services to embody the interests, attitudes, and opinions of a group or a culture. Lifestyle brands seek to inspire, guide, and motivate people, with the goal of their products contributing to the definition of the consumer's way of life."

That definition, editable by anyone, is surprisingly accurate. Lord Wallington "a lifestyle brand for men" should (if done properly, fingers crossed) expose anyone who comes across us to the lifestyle they aspire to live. Not saying that your life isn't just great now, but who can't say they want to look a little sharper, smell a little nicer, or have a Butler™ take care of their house?

This definition of a lifestyle brand is pretty vague and if anyone says they are targeting a certain demographic can definitely back up their lifestyle brand claim by saying they seek to inspire their target audience, but are there lifestyle brands that have without a doubt nailed this without explanation? What do you think? (comment below, I'd like to hear your thoughts)

Now you know what a lifestyle brand is, so I'll leave it up to you to decide whether or not the next lifestyle brand you run into (LORD WALLINGTON) is the lifestyle you want to live, because if it is, we've done our job.

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