What we know about legacy brands

Looks at how long-lasting, established brands can capitalise on or refresh their positioning, and what they can learn from younger brands born into the digital age.

Legacy brands face competition from an increasing array of – often digital-born – challenger, start-up, Direct To Consumer (DTC) and creator-developed brands. One way to fight back is to learn from and emulate some of these brands’ approaches to branding, marketing and distribution. However, legacy brands can also consider whether continued relevance can be garnered by becoming a lifestyle brand, making ‘iconic moves’ that reframe the category or going back to the roots of the brand’s purpose. Refreshing positioning, relevant partnerships and innovation are also ways to stay relevant. Whatever the way forward, legacy brands should make judicious use of...

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