Lifestyle Brands Need to Tell a Compelling Story

ImageCoach Lacking Brand Personality Seen as Hindering Growth – Bloomberg.

Summary: Coach is in serious trouble as a brand. I’ve noticed them trying to be everything to everyone. Brands that want to transcend the entire consumer’s lifestyle must have a story that appeals to the DNA of their target consumer. The allow consumers to see the brand with a different lens because its still meaningful to them. 

See the Bloomberg video report here.

More stuff about luxury bands you should avoid.