Comments on: Lifestyle Brands http://www.edery.org/2006/06/lifestyle-brands/ For those interested in the business of making great video games. Entrepreneurial spirit a must. Wed, 08 Feb 2012 08:07:36 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: David J Edery http://www.edery.org/2006/06/lifestyle-brands/comment-page-1/#comment-4812 David J Edery Thu, 22 Jun 2006 14:08:05 +0000 http://www.edery.org/2006/06/lifestyle-brands/#comment-4812 The benefit of focusing on a group brand (rather than an individual title) is that the "magic" then extends to everything you do, increasing your odds of success across all titles and associated products. As you correctly note (and as mentioned in the article), part of the reason I'm exploring this issue is precisely because today, almost nobody cares about the publisher or developer of a game, so I'm exploring how to change that. People project their lifestyle preferences everywhere and to everyone, not just to people who share those preferences. A powerful lifestyle brand taps into that. The benefit of focusing on a group brand (rather than an individual title) is that the “magic” then extends to everything you do, increasing your odds of success across all titles and associated products.

As you correctly note (and as mentioned in the article), part of the reason I’m exploring this issue is precisely because today, almost nobody cares about the publisher or developer of a game, so I’m exploring how to change that.

People project their lifestyle preferences everywhere and to everyone, not just to people who share those preferences. A powerful lifestyle brand taps into that.

]]> By: jon http://www.edery.org/2006/06/lifestyle-brands/comment-page-1/#comment-4777 jon Thu, 22 Jun 2006 05:59:01 +0000 http://www.edery.org/2006/06/lifestyle-brands/#comment-4777 I think my first comment got eaten up, so I'll try again. Would it be better to approach this as associating individual game titles with certain lifestyles, instead of the entire brand? Because there are many companies that have created a distinct brand image such as Blizzard, Square, and id, but I think most gamers tend to associate with a particular title than the brand behind it. There are WoW players, Sims players, and Counter-Strike players, but I've never heard someone call themselves an EA gamer or a Blizzard gamer. Maybe this is because of the isolative property of games. Since the externally directed behavior is largely directed towards others of the same lifestyle, gamers are pretty much limited to the community that plays the same game they do. They are isolated from the communities of other players that form around other titles. I think my first comment got eaten up, so I’ll try again.

Would it be better to approach this as associating individual game titles with certain lifestyles, instead of the entire brand? Because there are many companies that have created a distinct brand image such as Blizzard, Square, and id, but I think most gamers tend to associate with a particular title than the brand behind it. There are WoW players, Sims players, and Counter-Strike players, but I’ve never heard someone call themselves an EA gamer or a Blizzard gamer.

Maybe this is because of the isolative property of games. Since the externally directed behavior is largely directed towards others of the same lifestyle, gamers are pretty much limited to the community that plays the same game they do. They are isolated from the communities of other players that form around other titles.

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