Analysis of Design Guidelines for Lifestyle Brand Communication

Abstract

           The purpose of this research is to analyze design guidelines for successful lifestyle brand communication. The qualitative content analysis method was applied to the lesson learned for lifestyle brands in foreign countries including Happy Brush, BergHOFF, Philippe Starck, Apple, Porsche Design, Sony, and Kohler. The in-depth interviews were used with 12 Thai representatives participating in Thai lifestyle brands which are successful for both awards and sales volume.

The findings indicated that people who are in charge of the selected lifestyle brands in other countries combine design thinking process and activity to business administration at the structural level while in Thailand those strategies are only used at the working process. In other countries, the related personnel are trained to think like designers. On the other hand, in Thailand, the Idea of staff thinking as a designer has not been mainly focused. Designers in other countries participate at the beginning of new product development process while the designers in Thailand are responsible only at the end of the process. However, the process of minimum variable products for market testing is difficultly created in both foreign countries and in Thailand. The integrated marketing communication method via online and offline channels is used in similar way.