Why brands are seeking a lifestyle status, trying strategy of using emotion

The rise of 'lifestyle' marketing ploys are largely the result of companies worrying about their brands fading into the background

Earlier this summer, Chipotle’s new chief marketing officer outlined a lofty vision for the burrito-and-taco chain and the feelings it could one day evoke in consumers.

“Our ultimate marketing mission is to make Chipotle not just a food brand but a purpose-driven lifestyle brand,” the executive, Christopher Brandt, said on an earnings call. By that, he added, he meant that “Chipotle will become a brand that people want to know about, want to be a part of and want to wear as a badge.”

The same month, a release from Godiva noted the company’s desire “to be seen as a lifestyle brand