Met up with long time friend Colin over tea yesterday. He's built a large travel & design audience through years of blog and publishing efforts, so he often gets approached by "lifestyle brands" who want him to promote their stuff. Usually it's someone who just printed some logos onto a few t-shirts and then wrote a belabored "About" page manifesto.
Of course we naturally got into that boring-but-still-necessary conversation about how a brand isn't a logo, it isn't an "About" page, it's not a website, it isn't a lookbook. A brand and lifestyle is something that emerges only over time, expressed in a pattern of initiatives that represent a strong point of view without having to say it out loud.
But of course for many people, a "lifestyle brand" is just a poorly-conceived way to make a bit of money by saying something that sounds cool, because you can just reach out to "influencers" like Colin with a few t-shirts in hand.
All of this being just another good reason to lament the lack of good vocabulary around what Composure and people like Colin are after.
I still haven't run into anyone who'll bear with me long enough for me to use the incredibly awkward phrase "creative independent relationship-centric brands driven by artists with the vision that comes with strong inner perspective."
So I still just use the phrase "lifestyle brand" instead ¯\_(ツ)_/¯