Guardians of Grail

cheapbag214s · Posted: Mon 2:10, 19 Aug 2013 Post subject: Old Brands Pitch Stability

Old Brands Pitch Stability,[link widoczny dla zalogowanych]
Bean, are bringing back styles from the 1950s and 1960s. It doesn't strike me as unusual that Kellogg's is using a decisively vintage Norman Rockwell picture of a little freckle-faced girl to promote its Corn Flakes. And it doesn't strike me as unusual that people both inside and outside GM blasted the company for wanting to refer to its iconic Chevy brand as Chevrolet. (The initiative has since been deep-sixed.) The past is making a comeback in brands and branding today and it's not unusual at all. Marketers recognize that in our weird and wonderful minds we believe former days are better days and that even people too young to remember feel a fondness for places and products that evoke happier times.
It's always been that in difficult periods, when there seems to be no end to miserable news, people become nostalgic for things that represent stability and integrity. They become nostalgic for the simple things, the genuine articles,[link widoczny dla zalogowanych], things they perceive as classic and authentic, not elusive and illusory. Nostalgia has always has been a coping mechanism for consumers. When the markets,[link widoczny dla zalogowanych], governments and other major institutions fail to deliver the feel-good goods, consumers turn to more benign sources for their dose of assurance that the sky is not falling, be it entertainment, clothing, food or automobiles. They'll turn to brands--and branding--that transport them to the good old days with the promise of secure and familiar experiences.
reRedditThe power of the good old days to sell is abundantly evident across today's branding landscape, underscored by the notions of heritage, tradition and originality. A look at that Corn Flakes ad, touting the fact that it's been "the Original and Best" since 1906, is just one example. The company's Rice Krispies Treats are also seen in print and on television and websites reminding those wistful for the comfort of family that "this classic delicious snack has been making memories for kids and parents alike for generations."
"Classic" as an adjective is also well represented in a number of other branding initiatives, the purpose being to support the idea of legend, longevity, if not downright permanence. For example, take the introduction of Ford's 2011 Mustang,[link widoczny dla zalogowanych], celebrated as the Classic American Muscle Car. A time when factory workers could afford the sports cars they were building. A time when an enterprising high-schooler could work hard for a summer and afford a car nearly as good as his dad's. This is what the new Mustang offers." That the actual experience of driving this classic is as inspiring as the branding speaks volumes about the Ford brand's most recent efforts,[link widoczny dla zalogowanych], intended to evoke those lazy, hazy days of summer, or not.
Volkswagen has its own version of automotive comeback branding, reprising its famous "Punch Buggy" game with an updated version called "Punch Dub." Created to build awareness and warm fuzzy fondness for VW models,[link widoczny dla zalogowanych], the game is played with the first person seeing a VW yelling "Punch bug!" and playfully slugging his or her companion. It's amazing to me the number of people who continue to enjoy the slugfest with their friends and family, highlighting the fact that bowing to time-honored coolness cannot be overrated as a retro-branding tactic.
To whit,[link widoczny dla zalogowanych], consider the reemergence of cool,[link widoczny dla zalogowanych], geek-chic Hush Puppies, those nifty brushed pigskin shoes made popular in the early 1960s, or the resurgence in popularity of Converse sneakers. Introduced in 1917,[link widoczny dla zalogowanych], these iconic athletic shoes were worn by basketball player Chuck Taylor of the Akron Firestones,[link widoczny dla zalogowanych], who not only became known as the "Ambassador of Basketball,[link widoczny dla zalogowanych]," but was the first player/endorser of basketball footwear. Chuck Taylor All Stars are considered by those in the know to be the one and only authentic sneakers--no pretense, no artificiality--the successful revival, no doubt, as part of a quest for an America during simpler days. And, literally cool,[link widoczny dla zalogowanych], if not altogether sexy, are Jantzen's new bathing suit styles,[link widoczny dla zalogowanych], inspired by the glamour days of the 1940s and 1950s and conjuring up thoughts of pin-up girls.
Going back to heritage brands, bringing consumers back to what they thought of as cheerier times is not unprecedented in branding history. Whenever the going gets tough, the toughest brands turn to the past to help consumers feel better about their world. Even Don Draper, the dapper 1960s ad man of Mad Men fame, made clear he understood the power of nostalgia to sell goods and services. "It takes us to a place we ache to go again,[link widoczny dla zalogowanych]," he said referring to the topic on an episode of the popular show.
Having said this, it's not surprising to me that Mad Men is as popular a TV show as it is, that Hawaii Five-O is making a comeback, or that shows about Frank Sinatra, Elvis Presley and Buddy Holly are drawing crowds on Broadway. When people feel lousy about Congress, big business, the economy and even the weather, they're bound to want to go back to times and things they perceived to be more stable,[link widoczny dla zalogowanych], more reliable, more familiar and comforting. Good brands know this. The best brands make sure their goods and services can be revived as classics for years to come.
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