FOUR WAYS TO REAWAKEN A BRAND’S HER­ITAGE

Computer Arts - - Industry Issues -

1. FIND THE EN­DUR­ING BEN­E­FIT

“Her­itage just for her­itage’s sake won’t work,” ar­gues The Clear­ing’s Richard Buchanan. “There has to be some­thing at the core of the brand to give you that con­nec­tion. Mini re­flected pop­u­lar cul­ture in the 1960s; the ‘Mini Ad­ven­ture’ cam­paign repack­aged that in a more ur­ban way. It’s not just graphic or ver­bal ve­neer: there must be an in­trin­sic ben­e­fit.”

2. DON’T PAS­TICHE THE PAST

“Lim­ited edi­tions can be a good way to stir nos­tal­gia in peo­ple, and re­mind them of why they fell in love with a brand in the first place,” says Design Bridge’s Chloe Tem­ple­man, giv­ing the ex­am­ple of a ‘retro’ Irn-Bru edi­tion that was rem­i­nis­cent of her child­hood. “But brands have to con­tin­u­ally move for­wards. It’s about tak­ing in­spi­ra­tion from past brand sto­ries, and then putting a mod­ern lens on it.”

3. FIND A COM­PELLING STORY

“Her­itage is only re­ally ef­fec­tive if you have a purist past and a com­pelling rel­e­vant story,” says Spencer Buck of Taxi Stu­dio. “For some brands, it would be im­pos­si­ble to look back to move for­ward. Robert­son’s Jam is an ex­treme ex­am­ple [look it up to find out why], whereas the rot­ting lion car­cass found on a cer­tain brand of syrup re­mains per­fectly rel­e­vant and as ac­cept­able to­day as it was then,” he adds.

“Her­itage can be a loaded gun, and au­then­tic­ity is a band­wagon word. Con­sumers can’t be fooled or en­ter­tained into buy­ing stuff like they used to,” Buck con­tin­ues. “They de­mand more from brands, and rightly so. Be­ing au­then­tic is fun­da­men­tal. With­out it you’re fake, and fak­ers soon get found out.”

4. FO­CUS ON MOD­ERN REL­E­VANCE

“The only thing that re­ally matters is what’s rel­e­vant to to­day’s au­di­ence,” in­sists Wolff Olins’ Chris Moody. “Brew­dog has taken every­thing we knew about beer brand­ing, and remixed it to its very core. They are as au­then­tic as hell, but they do it by con­stantly in­no­vat­ing and chal­leng­ing what was done yes­ter­day. Her­itage brands like Tet­ley should be learn­ing from Brew­dog’s moder­nity, rather than rum­mag­ing through their ar­chives for old lo­gos.”

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