Lifestyle Brands: A Guide to Aspirational Marketing

What do Apple, the Body Shop, Diesel, and Virgin have in common? (And what makes them different from Mattel, Microsoft, and Samsung?) Why do millions of people identify with Harley-Davidson and Ferrari, and why does it seem that almost everyone owns a pair of Adidas or Levi’s?

These brands inspire something beyond loyalty—their customers are devoted brand ambassadors who permit no substitutions. Why do some brands achieve this kind of obsessive following?

By Antonio Marazza and Professor Stefania Saviolo

(read more by clicking on the link)

Available on

General Info

Wanted in Milan
Wanted in Milan
Wanted in Milan, part of the Wanted Worldwide network, is a website in English for expatriates in Milan established in 2006. We cover Milan news stories that may be of interest to English and Italian speaking residents, and tourists as well. Our publication also offers classifieds, photos, information on events, museums, churches, galleries, exhibits, fashion, food, and local travel.
Previous article Iggy Pop in Milan
Next article Iggy Pop in Milan