Brands in the key of lifestyle: What the music industry can teach us about rebuilding legacy brands

Trevor Thomas

This article examines the differences between legacy brands and lifestyle brands and offers key actions for legacy brands to make the journey to become lifestyle brands.

Beatlemaniacs. Deadheads. Bruce Tramps.

In the world of music, there are fans. And then there are fans.

While there are certainly a great many fans of countless British Invasion acts, 70s jam bands and rock icons, only a select few inspired a level of fandom that demanded a unique label.

These labels were created to reflect the shared identity of the fans. They didn’t just enjoy the music or admire the musicians, they viewed the acts as a part of themselves, a reflection of themselves. In many respects, these musical acts were the first – of what we might today...

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