There’s a bit of a mythical aura around the term “lifestyle brand.” It’s something everyone seems to be reaching for, but what does it mean, exactly? And how can lifestyle status help your brand grow?

People know Sesame Street from watching the lovable Muppets on TV, but it’s the licensed product business that supplies the majority of the iconic brand’s revenue. These products encompass thousands of SKUs and hundreds of partners in nearly every category imaginable—from soft and hard goods to food. So when we partnered with Sesame Workshop on a global packaging refresh, we knew we needed to develop a solution that was clear, simple, repeatable and flexible.

To accomplish this, we turned to the essence tell me more

The retail environment is tougher than it has ever been before. There are countless other brands vying for your shelf space at major retailers. And once you’re there, the competition around you is tough. Not to mention the economic challenges being faced by retailers and shoppers alike. So how can a savvy brand win at retail? We've uncovered five essential truths to help put you on the path to success:

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No matter what brand you’re working on right now, there’s probably something else consumers already use with it. We call these perfect product couples, and you don’t have to be a matchmaker to spot them. Think chips and dip, mattresses and sheets, or coffee and donuts. Soul mates if we’ve ever seen them. tell me more

Normally, we think of people as being experts, but brands can fall into that category, too. And, no, I’m not just talking about encyclopedia Britannica, Jeopardy and The New York Times. You don’t have to be a know-it-all smarty-pants to qualify as an expert brand. Here’s the simple test: Your brand is an expert if consumers look to it for trusted knowledge about a specific topic. tell me more