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Fostering Devoted Communities Is a Necessity for Lifestyle Brands

The unicorn of brand success is when a prosaic product rises above its workday use and becomes a lifestyle brand. A can of deodorant representing the cool kid ready for sex is Axe. Or when your basic drugstore lip balm conveys sustainability and luxury, that’s Burt’s Bees. Both followed a playbook to get from boring…
Source: Advertising

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