I won’t sit here and explain what a heritage brand is. If you’re reading this newsletter, I assume you know that brands like Chanel, Coca-Cola, Louis Vuitton, Hermès, Rolls-Royce, and Levi’s are what I mean.
But here’s the question: how can start-up brands connect the past, present, and future to create a story that feels like a heritage brand, even if they’re brand-spankin’ new? From that question, you may wonder why brands want a sense of history. I hear you.
History gives context, and context provides a sense of understanding. When consumers can quickly grasp the concept of a brand, they feel more connected. And connection breeds more sales. Think about it: the brands you buy are those you feel affiliated with or WANT to be connected to.
