Too Long; Didn't Read
These days, it is not enough merely to try to sell consumers your products. It doesn’t matter if you aim to be the number one retailer of DVDs and Blu-rays, like hmv, a popular e-shop, like YOU.gr, or the YouTuber behind the Life of Boris with millions of subscribers. What you need is to sell your way of living. An Idea, a vision, an authentic message for consumers of your brand to collectively identify themselves with the product and share similar views and notions about the brand. In short, a lifestyle choice.