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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How to Use Heritage Content to Connect and Collaborate with Stakeholders

How is the American Antiquarian Society, one of the country’s largest and oldest preservers of rare books and broadsides, connected to tattoo artists? Well, if you scroll through the society’s Instagram account, you’ll find a visual treasure trove of nostalgia: a digital vault of eighteenth-century ephemera, including a woodcut print of cats for an 1866 almanac and…

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