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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

Lifestyle, brands, Chipotle
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Chipotle wants to be more than a food brand, it sees itself as a purpose-driven lifestyle brand | Photo: New York Times

Sapna Maheshwari | NYT
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

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First Published: Jul 30 2018 | 8:50 PM IST

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