Does it work to focus on a brand’s heritage?
This could be heritage in terms of longevity (e.g. Castel Lager), nationality (e.g. German cars), pioneering (e.g. Mercedes Benz), etc.
Heritage can be a double edged sword. How do you promote heritage without undermining modernity?
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A heritage brand digs around in the past to secure a bright future.— Andy Rice (branding and advertising expert )
Heritage works well in some categories such as drinks. Heritage works if it’s authentic and relevant, and if it tells a story.— Andy Rice (branding and advertising expert )
Heritage is commercially very viable, if done properly.— Andy Rice (branding and advertising expert )