There are few brands that have transcended generations and have evolved through the years without losing their relevancy. And that doesn’t mean that yours can’t too. They remind me of how strong a legacy brand has to be in order to withstand the test of time. Talk about powerful branding!
Here are a couple of brands who have really left a legacy and how we might be able to do the same for our business.
Morton Salt
Who could forget this iconic young girl wearing the yellow rain slicker and umbrella? 2014 marked her 100th birthday and to celebrate, Morton Salt rolled out a refreshed look for the girl and logo complete with fireworks.
Planters Peanuts
Planters Peanuts turns 100 this year and they kicked off their 100th birthday festivities by rolling out a limited edition portfolio of can designs by nationally established artists. Planters has been using this milestone as an opportunity to become more socially integrated with its consumers. Mr. Peanut’s fans were invited to vote on how his outfit should be updated to keep his look fresh, whether by adding a bow tie, pocket watch or cufflinks.
This is a great way to allow consumers to get their own skin in the game and feel their personal connection with the brand.
Aston Martin
For Aston Martin’s 100th birthday back in 2013, the iconic brand hosted specially designed driving tours across Europe as well as a host of unique events at the brand’s headquarters, which represented the largest single gathering of Aston Martins in history.
A brilliantly executed unveiling of the CC100 speedster concept car designed for the centennial also matched the cutting-edge technology and expert craftsmanship that Aston Martin stands for. The new model was transported by helicopter and landed gracefully on the rooftop helipad of Burj Al Arab hotel in Dubai. What better way to celebrate a global automotive icon. James Bond could not have done it better if he tried.
Over the course of 100 years, society, technology, and consumer behaviors have inevitably changed, and in order to last another 100 years, the brands we love will need to work even harder to attract and maintain a loyal customer base.
When a brand comes across the rare opportunity to celebrate its legacy with a well choreographed, multi-faceted branded experience, not only is it able to connect with its most loyal consumers, but it may just open the door to a whole new generation of enthusiasts.
Thanks for spending some time with me today!
Katy Geary
Owner + Creative Director
Geary Graphic Design
