Life Is Good is a clothing brand created in Boston in the late 1970s, and represented by a quirky smiley-face logo that is printed on all the items the company sells. The company's slogan is "Spread optimism," and optimistic sayings appear on many of their T-shirts. While the company has enjoyed considerable success, still the founders think that consumers aren't getting the complete image that the Life Is Good brand stands for. This video illustrates the challenges a company faces in balancing the customer's role with that of the company in determining and communicating brand meaning.
1. What are people buying when they purchase a Life Is Good product?
2. Other than the logo and the company slogan, what other representations or factors contribute to the Life Is Good brand image?
3. What recommendations would you make to Life Is Good regarding future brand development?