# Professor Tülin Erdem discusses challenges that companies face when trying to become a "lifestyle brand"

1 Faculty News July 29, 2018 ![The New York Times Logo](/sites/default/files/styles/246w/public/assets/images/uat_027320.jpg?itok=W8xBr66g)>

Excerpt from [The New York Times](https://www.nytimes.com/2018/07/29/business/media/lifestyle-brands-marketing.html) -- “'Just being a functional brand is not enough anymore — it’s very tough to differentiate yourself as a brand in the clutter we have out there,' said [Tülin Erdem](http://www.stern.nyu.edu/faculty/bio/tulin-erdem), a professor of marketing at New York University’s Stern School of Business."

[Read more](https://www.nytimes.com/2018/07/29/business/media/lifestyle-brands-marketing.html)