What’s in a name? Strong brand recognition can be a priceless asset, capable of conjuring vivid associations that can endure over the decades. Household names can really lean into their history, but you’d be surprised how many actually take their past endeavours for granted.
Having something historic to your name has many benefits including a reputation that many can vouch for. Have a lineage of reliable products dating back decades? Then there’s a good chance people will associate future products with that same hardy nature. Honda is an excellent example of a manufacturer known for bullet-proof build quality, the net result is huge customer retention and new customers buying based on a positive reputation.
A rich past is also fertile ground for nostalgia, something that can be leveraged in many ways. From throwback limited edition products that spark a trip down memory lane for customers, to distinctive advertising… The back catalogue can give you plenty to work with. IVECO recently launched its special edition Daily 4x4 Tigrotto, a model that pays homage to a loved truck of the 1950s.
Having a long history doesn’t mean you have to be stuck in the past. Porsche’s iconic sports car celebrates 50 years, but the 911 hasn’t stood still. While having clear links back to its forefathers, the German marque uses this platform to exercise innovation in a bid to perfect the formula.
While the automotive industry regularly celebrates and exploits anniversaries for marketing opportunities, others such as jewellery makers exercise the same tactics. The continuation of legacy items appeals to both longstanding customers and new admirers alike. The Omega Speedmaster and classic Casio watches have hardly changed – exercising the mantra of, ‘if it isn’t broke, don’t fix it.’
Focusing on the future is essential to success in every industry, but that doesn’t mean you can’t look to the past for inspiration.