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Experienced Board Director | Compensation Committee | Advisor | CPG | Consumer Products | Health & Wellness | Beauty | Retail | CEO | Marketing | P&L | Global Brands | Private Label | Growth | Strategy

Why do some legacy brands— survive and some do not? Professors at The Wharton School look at why for some brands—Sears, Toys"R"Us—nostalgia is not enough to ensure survival, and how others—Apple, Nike—have stayed relevant without betraying what they stand for. - Sears was once a retailer where you could get pretty much anything, and even some brands you couldn’t get anywhere else. But retail changes and Sears became a “store that lacked any sort of distinction, and the legacy part of its story just wasn’t enough.” Kohl's, on the other hand, builds on its past success but adapts as customer needs change. They have maintained large stores in non-mall locations for easier accessibility, but they renovate, inside and out, more often than other, similar retailers, and have developed their own store brands valued by customers. - Customers now look to retailers to be curators who have vetted what goes on shelf on their behalf. Costco Wholesale is an example of a retailer trusted by customers for the quality of their products and that has developed a strong store brand that is recognized as not always the least expensive brand in the store but one that the store stands behind. Nike, Apple, and Patagonia are all brands that have stayed true to the brand values, identity and emotional connection to the consumer, but who have stayed current by keeping their products cutting edge. Barbie, aside from the huge boost afforded by the movie, has evolved as the world has, introducing inspirational likenesses of ABT dancer Misty Copeland, NASA mathematician Katherine Johnson, artist Frida Kahlo and others, and making Barbie more inclusive of body types, skin tones, and abilities. - Gillette, on the other hand, was blindsided by Dollar Shave Club and Harry's Inc., which undercut Gillette’s prices and went directly to the consumer with a story and a subscription model, breaking consumers’ habit of going to a store for razors. Gillette has since launched its own subscription service, but not before losing market share that will be difficult to gain back. Johnson's baby , used by generations of parents for its promise of “no more tears,” saw sales fall as consumers became wary of its additives, a trend that J&J missed because it wasn’t monitoring consumer chat or sales online. Campbell's soup, despite being iconic, has had a hard time capturing younger consumers who don’t have the same warm memories of the brand and are skeptical of anything that comes out of a can. - Legacy brands are now up against with a wider competitive landscape; retailers who were once a big deal are now one of many physical and online stores, and the amount and accessibility of information about them is nearly inexhaustible. Not only can you find out what is offered elsewhere but there are reviews on everything from pricing to experience to the company’s politics and ethical policies. #nostalgia #brand #branding #retail #customer #consumer

Nostalgia Is Not Enough: Why Consumers Abandon Legacy Brands

Nostalgia Is Not Enough: Why Consumers Abandon Legacy Brands

https://knowledge.wharton.upenn.edu

Dan Smolen

Executive Producer and Show Host of WHAT'S YOUR WORK FIT? I help you make your work and workplace decisions result in better and more satisfying professional experiences and outcomes.

2mo

Having once had Toys "R" Us as a very large direct marketing client ($7MM in billings annually) I recognize that they were never able to transcend time. The old school allure of this legacy brand's attributes were often off limits to change. But they had a bigger problem: the stores. They were a hot mess: filthy, cluttered and confusing. (What is more, customer service was from the dark ages.) And management knew it all. Also screwing up Geoffrey and his friends was the advent of digital marketing; TRU lost significant market share to Wal-Mart and .later on, to Amazon. Brands have to stay relevant. And they have to do a really good job at managing customer expectations. TRU went to the scrap heap because they didn't do all of that.

Nina Froriep

LINKEDIN CONTENT CREATOR: Visual Storyteller, Video Producer, PhotograpHER, Rule-Breaker. I work with service-based businesses + visual artists to help them create content they love and 10X their visibility.

2mo

This rings all too true, Helayna Minsk! Similar issues with tiny brands. I remember clearly how I had client attrition because I didn’t buy into the latest-gratest-most-expensive new camera trend. I had to pivot fast from “what is really important to shoot great video”, to “what does the customer want” = bragging rights of having shot a commercial with xyz newest technology

Randye S S.

Small Business as a Force for Good Champion | Writer/Author | MarComms | Educator | 2x Nonprofit Board Member

2mo

#DTC will always have an advantage because they can speak directly to their customers. Brands that rely solely on retail distribution (post-pandemic) are now playing catch up as more and more stores close.

Anne Bahr Thompson

Global Brand Strategist | Purpose & Sustainability Advisor | IAA Sustainability Council | Executive Leader & Board Director | Author, Award-Winning Thought Leader & Speaker

2mo

Continuous evolution through understanding the shifting Zeitgeist and innovating is key. Too many brands, especially many first movers, wait until their performance has declined.

You showcase some really wonderful points here like adaptability, relevance and quality which brands need to keep top of mind.

Tom Lanktree

Lover of life, language and literature, advises brands on how to win hearts and wallets.

2mo

It is fascinating to see how customer preferences shape the winning and losing brands.

Rocio F. Brusseau

Bringing Responsible Leaders from Good Intentions to Action in Business and People Growth: AI | Cultural Change | Marketing | Innovation.

2mo

Adaptability and innovation are essential for long-term success.

Sheri Mills

🌿Functional Nutrition Coach 🍎 Best Selling Author 📔🔖 Speaker 🎤 I help people release the inflammation that is causing chronic pain or health challenges and get off meds 💊🥑

2mo

Fascinating insights! It's like a masterclass in brand evolution and staying relevant. Can't wait to see how these brands continue to innovate.

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