Based on my experience working with PR teams and executives - you probably had a bored PR team that wanted to do something that feels important or relavent, and they pitched it to the exec team in a way that made them feel all important and excited (they probably threw in the phrase "lifestyle brand" a few times), so they went with it against all reason
Based on my experience working with PR teams and executives - you probably had a bored PR team that wanted to do something that feels important or relavent, and they pitched it to the exec team in a way that made them feel all important and excited (they probably threw in the phrase "lifestyle brand" a few times), so they went with it against all reason