LYFE
The internet is a part of your lifestlye brand

 

Some of the finest examples of successful lifestlye brands are ones that break the fourth wall between you and your pocket/slate/screen of circumstance.
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If brands are able to connect on a realistic person to person level, then they truly are part of a lifestyle. Squarespace, this platform itself, is allowing that type of connection from me to you (and this thing is pretty easy to pick up).
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Context of connection, just think through the whole of the system and your internet will keep pace at the speed of culture. 
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