Getting a Life (07 May 2004)
The word on the street nowadays is that building a good product is no longer good enough. Marketers are convinced that products should evoke an entire lifestyle and way of being, and are falling over themselves to sell you the package deal. Lifestyle brands hawking a pantheon of products wrapped in an attitude have arrived in full force and have reimagined identity as a cart full of brand names. How can this possibly work?
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