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In a 2010 paper published in the Journal of Consumer Psychology, the psychologists Jesse Chandler and Norbert Schwarz found that, when consumers were primed to think of products in personal terms, they declared themselves less likely to replace them. (The effect could be created easily—for example, by asking respondents to describe their cars using personality words such as “dependable.”) And the “personalities” associated with brands can affect us in other, subtler ways. A 2008 study published in the Journal of Consumer Research by a trio of marketing and psychology scholars found that individuals exposed to the Apple brand were slightly more creative afterward; people exposed to the Disney Channel brand behaved slightly more honestly. Odd as it sounds, there’s a sense in which people treat some of their products as role models.
Sometimes you can get more than what you can pay, but you never get more than you value, at least not for long.
Apple stands out as a true lifestyle brand, consistent with the message of the 1984 spot, with its award-winning campaign, “Think Different.” The successful campaign instead of having celebrities endorsing Apple, showcased Apple endorsing celebrities, highlighting its human centric culture, and quickly made iMac the country’s top-selling computer in 1999.
As our relationship with technology has become more intimate, technology brands have also shifted their positioning from utility brands to lifestyle brands. Lifestyle brands inspire, guide, and motivate customers beyond product benefits alone. By buying to a lifestyle brand, a customer buys into a lifestyle, reinforces ties with a specific social group or culture and in essence tells the world “this is who I am, this is where I belong”. This gradual transformation of technology led brands has manifested in the marketing messaging of the companies but also in their retail strategy and hires, over the past four decades.