Marc Ecko vs. Iron Chef America

Last Sunday, the Food Network aired a special Thanksgiving episode of Iron Chef America that featured the work of Marc Ecko. The fashion designer frequently judges the show, but this time he created custom uniforms for each of the Iron Chefs.


My Take
As lifestyle brands, streetwear labels use collaborations as a way of showing off their dynamic, flexible brand characters. I've seen lots of unusual collaborations, but this one is stands out because I love food culture but rarely see it cross over into youthful, urban territory. I'm not sure how much this helps Ecko or The Food Network, but it doesn't hurt it either.

This an excellent example of how lifestyle brands can use their instincts to make successful business decisions. From a traditional marketing perspective, the idea of pairing Marc Ecko with Iron Chef feels awfully forced, but the execution is natural and actually pretty cool. That's because Marc Ecko is genuinely interested in food culture.

With this successful partnership, I'd love to see The Food Network continue to experiment with lifestyle marketing as a way to engage the younger piece of their core audience.

Dunkin Donuts taste test misses the point

You may have seen Dunkin' Donuts' new TV campaign that challenges Starbucks to a taste test. Via Brandweek:

Dunkin’ Donuts is claiming coffee superiority in a new ad campaign debuting today. The first TV spot features a woman in a lab coat toting a clipboard who asks various working stiffs (an auto mechanic, power line repairman, TV reporter and taxi driver) which coffee they prefer. Of course, they select Dunkin’.

The narrator states that in a national taste test more hard working Americans preferred the taste of Dunkin’ Donuts over Starbucks, and implores, “Try the coffee that won and find out why America really does drive on Dunkin.”

My take
Dunkin' Donuts does have good coffee, but that's beside the point. Traditional brands differentiate on characteristics like price, performance, and features (for example, taste). Lifestyle brands differentiate on self-expression, on the message that you send to the world by purchasing the product. To be clear, performance (taste) always matters; the coffee has to taste at least OK. But it will never trump self-expression, and that's what Dunkin' Donuts doesn't understand. The CEO of Red Bull says it better than I ever could: "The taste doesn't matter. Red Bull isn't a drink, it's a way of life." In the case of Red Bull, the results speak for themselves.

By creating a campaign that emphasizes taste, Dunkin' Donuts positions itself as tradition brand, not a lifestyle brand. I think this is actually OK, because lifestyle marketing isn't in their DNA, but they need to make a decision one way or the other: are we a traditional brand, or a lifestyle brand? If we're a lifestyle brand, what new skills do we need to build, and what changes should we make to our culture?

Lifestyle Marketing everywhere: Food

Even though action sports, apparel, and beverages have long been the kings of lifestyle marketing, there are plenty of other examples if you keep your eyes open. The truth is, any product or brand can become a lifestyle for consumers. Because each category has it's own set of rules, we'll try to uncover lifestyle marketing techniques in unexpected categories.
Because lifestyle brands are all about self-expression, Martha Stewart's blend of food, crafts, gardening, and entertaining is a perfect candidate for lifestyle brand status. Basically, her success can be boiled down to one key theme, she always focuses on the core hosts and hostesses that look to her for leadership and knowledge. By connecting with them on a personal level, her brand is aspirational yet attainable. Not everyone loves Martha's perfectionist style, and she understands that she won't be as successful if she tries to please everyone.

Martha's core audience searches for new ways to express themselves and make a good impression on their guests. They're brave enough to try new things but need reassurance that their project will be a success. In response, Martha acts as an authority, demonstrating classic preparations and techniques that are trustworthy. Unlike other food authorities, she rarely simplifies recipes for the sake of a mass audience or substitutes low-fat ingredients when it calls for indulgence. And like any good hostess, she pours strong drinks.