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EP. 79 品牌打造生活方式，注定“吃力不讨好”？ episode artwork

EPISODE · Aug 25, 2025 · 1H 10M

EP. 79 品牌打造生活方式，注定“吃力不讨好”？

from Slow Brand

最近，“生活方式”成了品牌圈和营销圈里的高频词。越来越多的品牌不满足于只卖产品，而是试图去描绘一种“生活的样子”：他们办展览、开咖啡店、出杂志、做联名，甚至搭建完整的内容和空间体系，努力把自己从单一的功能满足，延展成一种生活方式的提案。那么，什么才算是真正的“生活方式品牌”？它需要有清晰的价值主张，可以被实践的行为和场景，有共识的社群，以及能不断延展的叙事与触点。本期节目我们会从MUJI这样的“天生生活方式品牌”谈起，从最常见的做法，到奢侈品牌的纵向拓展、再到同一群人的横向渗透。再看看一些不务正业的破圈路径，讨论品牌如何超越产品，成为一种生活方式，请听本期节目。欢迎各位听友踊跃留言，我们将从这一期的节目留言中，选出10位幸运听友，送出无印良品纪念二十周年限量书籍《無印·有声》以及惊喜礼物。00:24 越来越多的品牌开始做生活方式06:34 如何定义“生活方式品牌”？08:36 天生就是“生活方式”品牌 - MUJI21:54 MUJI在中国27:51 MUJI的“吃力不讨好”- 书籍和APP33:55 从品牌到生活方式的最常见的做法36:33 奢侈品牌的生活方式系统: 纵向的人群拓展45:00 速度与激情的横向拓展: 保时捷&法拉利51:47 米其林: 不务正业让人和车都动起来55:48 Red Bull: 自建内容王国60:44 麦当劳: 不止卖汉堡的快乐MUJI的经典良品MUJI多样化的生活提案营造感觉良好生活的MUJI一些打造生活方式的品牌Porsche Design Tower法拉利打造速度与激情的生活方式长期内容输出者- 红牛从轮胎到美食指南 - 米其林世界上最大的玩具分销商 - 麦当劳｜延伸阅读｜原研哉 - 《Designing Design》《无印良品生活研究所》《無印·有声》Music by Gil Kita - Praia do Leblon在小宇宙查看该单集文稿

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EP. 79 品牌打造生活方式，注定“吃力不讨好”？

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