Watch James Fairbank of Rapha Racing discuss the need to underline lifestyle when it comes to branding strategy.

Cult brand marketer James Fairbank of Rapha attained success through his emphasis on playing up to a lifestyle to garner recognition for his brand. The Head of Brand Marketing at Rapha Racing spoke about this goal at PSFK CONFERENCE 2012 LONDON. This year's speaker Abigail Posner has been following a similar aim at Google.

On April 12, Abigail will speak at our PSFK CONFERENCE 2013, to expound on what she is attempting to do as Head of Strategic Planning, Agency Development at Google by humanizing the experience of branding and taking into account real live behaviors and interests.

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