The document discusses building lifestyle brands in Brazil and provides examples of successful Brazilian lifestyle brands. It argues that the main disease affecting retail brands is "sameness" and promotes differentiating brands through the "unequalizer" approach. Several Brazilian companies are highlighted for their focus on lifestyle, community, and amplifying brand differentials to avoid standardization.
1. BUILDING A LIFESTYLE BRAND A BRAZILIAN PERSPECTIVE Global Lifestyling Edmour Saiani Ponto de Referência Strategic Customer Service [email_address] Full presentation available at www.pdr.com.br
2. What is the main disease that affects retail brands these days? SAMENESS
38. With it Cool Young Attitude Well dressed Successful Conscious Sportive Spiritualized Nerds Believers Yuppies Nouveau Riche Workaholics Hippies Soccer players Old Boy Environmentalists DIFFERENT PEOPLE, DIFFERENT LIFESTYLES
47. Specialized in solutions for frizzy and curly hair 66% of the Brazilian population World brands failure at dealing with curly hair BN became a dream factory Serves mostly low income people Very accessible prices 7 stores – about 10000 ft2 each More than 50.000 clients per month