D-LO THE BIG ASIAN
ASK
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Heliomag - picked this randomly up at a nice thai restaurant next door to my apt. apparently this thing has been issued for the past 2 years! I guess I’m just not as hip to the game as I thought I was. either that or nobody really cares about what helio says.
no where in this magazine is there anything that aims to sell or pitch wireless technology and helio services. the mag even sells advertising space to other companies/brands! interestingly enough, it even states in the beginning pages, “any material sent to HELIO magazine becomes our property. We do not necessarily advocate or agree with the beliefs, expressions or opinions of our writers or advertisers, thank you.” it’s rare that a company would put resources behind publishing content that doesn’t re-enforce their beliefs or values. seems a little contradictory, but overall a cool concept. the brand definitely has creative lifestyle marketing with cool events like last years free McCarren Park Pool Parties. I dig their style, but I’m just not entirely sure whether it’s helped Helio sell any phones.
it makes sense with a brand like Nike that’s already established themselves in the shoe industry and dominates the market. it’s makes sense for a brand like Absolut, which sells a product that people drink primarily (but not exclusively) for social reasons. but does it make sense for the cellphone industry? admittedly, I’m surprised not more wireless providers and phone companies have pitched themselves as lifestyle brands, especially since your cellie cell is at the center of your personal world. perhaps it’s different for an industry that is heavily dependent upon technological innovation and product functionality.
either way, it raises the question: lifestyle marketing - worthwhile or worthless?
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