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Do consumers care about brand heritage?
The dilemma facing brands is that their customers age, while the brand doesn't. It remains fixed, not only in time but in the memories of its consumers. In the first of a series of articles in which Cream examines the life cycle of a brand, Robin Lauffer from The Bank offers her views on the value of providence. Sometimes of course, brands need to move with the times, and while they don't necessarily need to act their age, they do need to age their act - or at least their marketing messages. Read Robin's full article here.
Brand heritage is very much a double edged sword. Some brands make succeed because they're able to leverage a rich and illustrious history, while others are quick to shed an outdated image in an attempt to remain relevant to the modern consumer.
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