Marcia Yudkin has another brilliant article called “From Brand to Lifestyle”:
Ever been asked what’s your typical day like? Or had someone tell you they wanted to learn how to be you?
Then the potential exists to create fun products around your lifestyle.
Idaho organic farmer MaryJane Butters has done this brilliantly (www.maryjanesfarm.com). She began with a
catalog to sell her farm products, which expanded into a magazine. When she had evidence of the number of women who yearned for the “farmgirl” life, she unleashed a dizzying (and profitable) array of imaginative products and services, including:
* a membership program with the opportunity to earn “merit badges – kind of like Girl Scouts for grown-ups”
* a weekend farm fair with miles and miles of shopping opportunities
* a $14,425 limited edition vintage-style teardrop trailer
* lacy farmgirl knickers and aprons stitched by rural women
* a one-of-a-kind, hand-embroidered laundry bag or clothespin bag
* organic cotton sheets in reusable packaging
* mother/daughter doll sets
* a one-year cache of healthful food for two people
* shelving, skillets, notecards, calendars, afghans and more
All in all, a lifestyle empire.
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