A digital lifeline for legacy brands

This article argues that historic brands should resist the temptation to follow new trendsetters and instead focus on how their specific brand can adapt to a digital world.

A digital lifeline for legacy brands

Dan DavisRed Route

Are Born-Digital brands creating the extinction event that finally seals the fate of today's brand dinosaurs, those 100-year-old businesses? Should every organisation now rush to Uber itself before it too is Ubered? Will the handful of tech and content providers who are fast ruling our lives take over our world?

Trendsetters and cool-hunters will have us believe it. The world's stock markets seem to have accepted it. While the self-styled masters of the universe – the rock-star coders and the data scientists – are busying themselves realising it. The harbingers...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands