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04.07.2005

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Trader Joe's: Cracking The Code Of Lifestyle Brands

In a recent edition of the Seattle Post-Intelligencer, we encountered a clever story examining the "unique" dating practices of a group of educated, single professionals. Frustrated with the bar scene and tired of being, well, single, these people formed a social group - a community - based on a unique common interest. In this case the interest wasn't mountain climbing, backpacking, sailing or wine tasting. No, the common interest that united this group of singles was their fondness for Trader Joe's. That's right, these singles gathered to celebrate their mutual interest in, of all things, a grocery store while scouting for potential mates. As one of the participants of the group (Trade Joe's Love!) suggests:

"It's mostly like a different bracket of society at Trader Joe's. And I often find myself pondering the domestic microbrews section and realizing I'm inadvertently checking out the hot guy next to me."

While this scenario may strike many - including the article's author - as peculiar or unconventional, if you ask me it makes total sense. Think about it, there are very few, if any, activities that will occupy more of your time with a potential mate, partner or spouse than eating will.

But to get to the larger point, however inadvertently, this example happens to nail the essence of a lifestyle brand. This is a retail brand, after all, whose expression is so clearly understood by those in its immediate community that it can be used as a foundation for romantic attraction and courtship. Like our jobs, our clothes, our vocabulary and our appearance, Trader Joe's communicates to others a heck of a lot about the kind of person we are. As another participant noted:

"There's this kind of feeling when you go there that your partaking in a sort of secret club. Like you and the folks that run the store are kind of winking at each other, showing off little treasures found off the beaten path."

In my mind, that's what the best lifestyle brands manage to convey - membership in a very special, meaningful club. And quite honestly, even though many of the folks I encounter claim to be in the lifestyle brand business, I can think of very few brands with the sort of true lifestyle resonance that Trader Joe's has managed to generate.

Perhaps I'm naive, but I find it a bit of a stretch to believe there is an army of singles scoping me out as I quietly eat my Chicken Cesar Wrap from Panerra while stuck in the United terminal at O'Hare. And while many in the CPG industries strive to achieve lifestyle brand status, how many CPG products truly signify membership in an exclusive club?

In fact, the Trader Joe's example serves as the perfect benchmark for all earnest brand managers interested in crafting lifestyle brands. Ask yourself, "Is mine the sort of brand whose meaning is so powerful, fundamental and relevant that consumers can (and will) use my brand as a basis for romantic attraction?"

Until your answer is an unequivocal "yes," you've got your work cut out for you.

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