Comments on: The Importance Of Brand Heritage https://brandingstrategyinsider.com/the-importance-of-brand-heritage/?utm_source=rss&utm_medium=rss&utm_campaign=the-importance-of-brand-heritage Helping marketing oriented leaders and professionals build strong brands. Tue, 23 Aug 2022 17:50:20 +0000 hourly 1 https://wordpress.org/?v=6.6.2 By: C https://brandingstrategyinsider.com/the-importance-of-brand-heritage/#comment-258117 Mon, 23 Apr 2018 21:54:02 +0000 http://localhost/brandingstrategyinsider/2009/06/the-importance-of-brand-heritage.html#comment-258117 The idea that heritage matters is one that is rooted in wishful thinking, ignorance, and reluctance to change. Obviously this was written some time ago and now we have almost a decade of proof that brands in fact do not matter – their history even less so. How do we know this? A bevy of data that shows emerging brands chipping away at the biggest and most outdated (note: oldest) brands. Young consumers are far more likely to try new brands they have never heard of, including private label, and have less affinity for old brands. Their history doesn’t matter, loyalty is a thing of the past. You’re either relevant now or you’re not. Trying to maintain your position on old equity is a fool’s game and one that will eventually fail. As it should.

]]> By: Ted Hurlbut https://brandingstrategyinsider.com/the-importance-of-brand-heritage/#comment-1042 Sat, 13 Jun 2009 11:18:33 +0000 http://localhost/brandingstrategyinsider/2009/06/the-importance-of-brand-heritage.html#comment-1042 I would think most marketers would consider heritage-based branding as a risky proposition for most brands. My initial instinct is that such appeals would most resonate with older, more affluent demo’s, which can be worthwhile, but not the way you position yourself as current and relevant. Even the most well-established long-standing brands usually seek to stay out on the leading edge, seeking to draw in early-adopters and trend-setters.

]]> By: Bhavana Jaiswal https://brandingstrategyinsider.com/the-importance-of-brand-heritage/#comment-1041 Thu, 04 Jun 2009 02:39:08 +0000 http://localhost/brandingstrategyinsider/2009/06/the-importance-of-brand-heritage.html#comment-1041 Retro branding is a powerful tool that can be used to generate, or rather regenerate, loyalty for a brand. Brands that have a rich heritage can use their legacy to generate strong emotional connects about value/ performance in consumers minds. This is because whenever we as humans think about anything with nostalgia, we only think about the most positive things.

This strategy has been used by Cadbury’s in India. Some years ago, worms were discovered in some packs of Dairy Milk chocolates across the country. Cadbury’s used its age-old legacy with India, merged it with a campaign starring Amitabh Bachchan, by far the most popular Indian actor, and voila! they are back in business, and nobody in India thinks twice about buying the chocolate today.

Coke on the other hand, got caught in a case where pesticides were detected in the drink in India. While they have done good damage control and have managed to gain back their reputation; jokes about drinking Coke to cleanse your body of germs are still common in the country.

]]>