Marlon White of A1 Events: 5 Things You Need To Know To Create A Very Successful Lifestyle Brand

An Interview With Ming Zhao

Know how to build your community. Nike Run club does a great job at this. Galvanize likeminded people and find a way to get them to engage with each other.

As a part of our series called “5 Things You Need To Know To Create A Very Successful Lifestyle Brand”, I had the pleasure of interviewing Marlon White.

Marlon White is the founder of A1 Events an entertainment group involved in lifestyle marketing event planning and promotions. Over the last decade White has worked with world renowned brands such as Grey Goose and Moët Hennessy.

Thank you so much for joining us in this interview series! Before we dive in, our readers would love to learn a bit more about you. Can you tell us a bit about your backstory?

I grew up in PG County, MD. Attended college at American University in Washington D.C. I started throwing parties in college and transitioned into working with Experiential Marketing Agencies in Chicago and New York. Over the last decade I’ve been lucky enough to consult for some of the biggest brands in the Wine & Spirits industry.

Can you tell us the story of what led you to this particular career path?

I started off curating events primarily in Washington D.C. then expanded across the country. I had mentors who were thriving in the Wine & Spirits industry, they advised me that with my skill set and personal brand I could be very successful in this industry.

Can you share a story about the funniest mistake you made when you were first starting? Can you tell us what lesson you learned from that?

A mistake I made in the beginning of my career was chasing dollars instead of remaining authentic. Collaborating with brands and people that didn’t have the same core values as me was an early mistake. I learned to never sacrifice my brand for a buck.

Is there a particular book, podcast, or film that made a significant impact on you? Can you share a story or explain why it resonated with you so much?

The book that has a significant impact one me is How to Win Friends and Influence People by Dale Carnegie. It resonated with me because I was meeting so many different types of people and I wanted to find ways to genuinely connect with each of them in unique ways.

Can you please give us your favorite “Life Lesson Quote”? Can you share how that was relevant to you in your life?

“When a defining moment comes along, you define the moment or the moment defines you.” Over the years I’ve had many defining moments from playing sports, to business opportunities. I always believe in rising to the occasion and showing up as the best version of yourself in big moments.

How do you define a Lifestyle Brand? How is a Lifestyle Brand different from a normal, typical brand?

A lifestyle brand is one whose products and image is based on a lifestyle its customers or followers aspire to. A lifestyle brand is different from a normal, typical brand because Lifestyle Brands have more of a connection with their consumers and followers. There is an emphasis on the community and culture of the brand. This allows for a greater level of creativity.

What are the benefits of creating a lifestyle brand?

The benefits of creating a lifestyle brand are getting paid for being authentic. What’s better than that? When you have a strong brand, opportunities that match will find you.

In your opinion, what is an example of a company that has done a fantastic job building a believable and beloved Lifestyle Brand? What specifically impresses you? What can one do to replicate that?

Moët Hennessy has created a believable and beloved lifestyle brand over the years. Before joining Team Hennessy, what impressed me was their “What’s your wild Rabbit?” campaigns. The term is a universal symbol for the relentless pursuit of achievement for every individual. I think what one can do to replicate that is to find something that every person across the world can relate to and make it aspirational.

Can you share your ideas about how to create a lifestyle brand that people really love and are ‘crazy about’?

I believe a lifestyle brand should be aspirational. It should create a culture that will galvanize and excite communities.

What are the common mistakes you have seen people make when they start a lifestyle brand? What can be done to avoid those errors?

Common mistakes that I’ve seen people make when they start a lifestyle brand are not staying consistent and on brand. Not remaining authentic. Always stay true to your DNA and core values.

Let’s imagine that someone reading this interview has an idea for a lifestyle brand that they would like to develop. What are the first few steps that you would recommend that they take?

Focus on how you’ll tell your story, Invest in brand awareness.

What are your “5 Things You Need To Know To Create A Very Successful Lifestyle Brand” and why? (Please share a story or example for each.)

1. Know what kind of lifestyle you want to portray.

2. Understand your audience. Figure out who the people are that have the same interests as you. Build your community from there.

3. Know how to create relatable and compelling content. Storytelling is extremely important to let your audience into your world.

4. Know how to build your community. Nike Run club does a great job at this. Galvanize likeminded people and find a way to get them to engage with each other.

5. Give back to your community. Incorporate philanthropic efforts to show appreciation to your audience.

If you could inspire a movement that would bring the most amount of good to the most amount of people, what would that be? You never know what your idea can trigger.

If I could inspire a movement, I would make a quality education more affordable for all minorities. I’d love to level the playing field a bit.

We are very blessed that some of the biggest names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US, with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.

Jay Z is a person I’d love to have breakfast or lunch with. He continues to leverage his influence, and expertise to build successful businesses and brands. He’s always been able to do it in an authentic way where it never feels like just a money grab.

Thank you for these fantastic insights. We greatly appreciate the time you spent on this.