Brand values must be right to fit the nostalgia megatrend

Marie Ridgley

Many brands exploit nostalgia for the past. But merely resurrecting old presentations is not enough: brands must still incorporate the product improvements consumers have got used to.

Brand values must be right to fit the nostalgia megatrend

Marie Ridgley

In difficult times, people hark back to what they trust. It's an emotional response that some companies have sought to capitalise on with the relaunch of food and drink brands from...

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