Heritage Branding the Hard Way

By their very nature, heritage brands—brands with a long history of character and values—have key advantages over their competitors. Name recognition, implied values and characteristics, and a spirit of authenticity are inherent heritage traits that other brands aspire to achieve. And yet, today’s heritage brands are facing tougher competition from less-established competitors primarily through their…

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Authenticity Matters

According to Euromonitor International, authenticity was the “standout consumer value” of 2017. For brands in pursuit of authenticity, a company’s heritage is the ultimate resource. Whether it’s to construct a new messaging strategy, re-engage with current customers or court new ones, heritage is the necessary proof that authenticates a brand’s core character and values. For heritage…

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