Brand Legacy - Branding Strategy Insider

Brands retain value from their legacy providing they are still seen as relevant and interesting, providing they are still competitive and providing they retain goodwill.
Reviving A Legacy Brand

Ovaltine is reintroduced with new advertising but the same old orange jar. Sales of the century-old, malt-extract, milk flavoring powder doubled in the first 100 days. Coca-Cola brings back the 40-year-old Fresca brand of citrus soft drinks with a graphics makeover and new flavor combinations.

The Power Of Nostalgia In Advertising

As we age our nostalgic yearnings grow, making us more receptive to advertisers and marketers use of what researchers call “a longing for positive memories from the past.” In addition to time’s arrow, this desire for nostalgia is further intensified by society’s present circumstance of receding predictability and opportunity.

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