IT'S NOT A BRAND. IT'S A LIFESTYLE

Summary from the TLDR Marketing newsletter

Brands are blurring the line between luxury and accessibility as consumers spend less but still want aspirational lifestyles. Affordable brands like Josh Cellars and Carbone Fine Food are going premium through collaborations and partnerships, while upscale brands like American Express and Patrón offer smaller or lower-priced options to reach younger buyers. Social media has pushed companies to focus on lifestyle and experience over products, making luxury feel attainable and turning “affordable aspiration” into the new marketing sweet spot.