In fact, the marketing tactics used by these companies are now widely emulated in sectors such as FMCG, auto, and finance as well as the fashion world. It was not so long ago that the opposite was the norm. Whilst the focus is always to innovate brands for the future, we strike a balance between reverence of the old and recreating them to thrive in our tech-driven world. It is a place with a unique culture and history.
Our approach was to reflect this while also enabling the brand to function perfectly in the digital world, without losing any connection with its physical touchpoints and customer base. All longstanding brands undergo major changes that require new strategies such as re-positioning, new offerings or adapting to new market forces.
Many find they need to increase productivity and rebuild their processes to allow them to succeed in a digital context — sometimes referred to as digital transformation or business redesign. As with all questions of brand, the approach should be holistic.
In the case of heritage brands, there is real value to be found in simultaneously respecting the past and launching into the future. When considering a heritage fashion rebranding project, the most important thing is to be clear on your objective first. Sophisticated creative partners can help you bring every ounce of heritage and equity with you on your journey over the next years.
We're doing a bit of soul-searching to better know our readers and improve your experience. Use the Bm Bn switcher in the top-left corner to seamlessly switch between our Brandingmag and Branding.
News websites. We noticed you're using an ad blocker. Totally understandable, but our ads are minimal, always relevant, and a great help for supporting our ongoing efforts to narrate a quality discussion around branding. We use cookies to help us improve, promote, and protect our services. Share on: facebook twitter linkedin. You may not have generational customers, but maybe you have clients who have been with you since the beginning. As long as you have some history, you can leverage the principles of heritage branding to your advantage.
Here's how:. While you obviously can recollect where things began and how the business has evolved, take the time to actually put pen to paper and record the time line, dates and important moments.
Authenticity is the key to successful heritage branding. Making up stories -- or even embellishing them -- will only come back to bite you. Your company history is interesting, but customers really want to hear stories about people. Your focus should be less on corporate elements and more on the people who have built your brand from the ground up. This is the true heart of a heritage brand. Nostalgia has a way of intoxicating people and making them align with certain brands.
Why have companies like Wells Fargo and Lee hung around, while massive brands like Kodak and Blockbuster eventually withered away? In short, the former two brands have continued to innovate while still acknowledging their heritage. In fact, traditional heritage brands -- i. This is how they continue to remain competitive in an ever-shifting landscape. Make sure that while your business embraces its heritage, it continues to press forward through innovation. Christine Wetzler. Tatiana Dumitru.
Don't already have an Oxford Academic account? Oxford University Press is a department of the University of Oxford. It furthers the University's objective of excellence in research, scholarship, and education by publishing worldwide. Sign In or Create an Account. Sign In. Advanced Search. Search Menu. Article Navigation.
Close mobile search navigation Article Navigation. Corrected proof. Minju Han , Minju Han. Oxford Academic. Google Scholar. George E Newman. Email: george.
0コメント