The power of the past in tomorrow’s branding

A quick note before I lose you too soon: this is not yet another piece about the Jaguar rebrand, I promise. 

A lot has been said about it – good and bad, and if 'rebrand' is even the right term. However, it did spark the observation you’ll find in this piece. Because, though it’s taken the spotlight over the past few weeks, it was just another symptom of a condition affecting our industry – the obsession with cultural relevance.

The careless chase after the new and this has resulted in campaigns that are as fleeting as the trends they’ve hijacked...

In the age of social media and the attention economy, this obsession isn’t totally unwarranted. But the careless chase after the new has resulted in campaigns that are as fleeting as the trends they’ve hijacked: indistinguishable aesthetics (dubbed by Fast Company a few years back as ‘blanding’) and self-indulgent, forgettable stories. But you knew that already.

What’s interesting, though, is a few initiatives and campaigns that have popped up recently and could point to a trend running counter to this tide. That incipient trend is a return to roots.

This Burberry rebrand revived its intricate Equestrian Knight logo.

Everyone can have a future, not everyone has a past. 

Heritage is the most powerful source of distinctiveness. Why? Well, because not everyone has it. And heritage is built on and with distinctive assets. In the age of blanding, many have lost those assets. When I say ‘lost’ I mean ‘consciously decided to forgo’ them for the cool, new thing. So, in an effort to be distinctive again, they are leaning back into their heritage to find those assets.

To be clear, this isn’t about tapping into sentiments of nostalgia (though, of course, there’s a bit of that).

Burberry provides a striking example. Having recently strayed into blanding territory, alongside most other fashion houses, it’s seen a dramatic shift under its new Chief Creative Officer Daniel Lee, embracing its British heritage and reviving classic elements like its intricate Equestrian Knight logo. 

Similarly, Barbie showcased the power of heritage with its blockbuster movie release, leaning unapologetically into every distinctive asset the brand has built over its 70-year history, embracing what made the doll a cultural phenomenon in a way that felt both fresh and familiar, capturing the attention of new generations while reigniting nostalgia for older fans.

Old Spice’s The Man Your Man Could Smell Like. 

To be clear, this isn’t about tapping into sentiments of nostalgia (though, of course, there’s a bit of that, too - more on that later). It’s about allowing your brand to shine in the modern media ecosystem through its recognisable brand assets. Not in lieu of them.

Certain brands have ‘distinctive memories’ – brand expressions that have passed the test of time and become icons in our collective conscious.

Certain brands have ‘distinctive memories’ – brand expressions that have passed the test of time and become icons in our collective conscious: Apple’s 1984, De Beers’ A Diamond is Forever, the Big Mac jingle, the iconic Hershey’s Kisses, and even, more recently, Old Spice’s The Man Your Man Could Smell Like. Leveraging these distinctive memories can be a powerful marketing tool.

Levi’s Launderette. 

Take Levi's as an example, a brand with such iconic communication, simply reheating the beloved Launderette ad – sure, featuring Beyoncé helps – was enough to bring it back to the centre of our collective conversations. No cultural moment needed, no TikTok challenge required.

The renewed interest in tradition is more than just a trend. In fact, it’s the antithesis of it. 

The world of spirits is one that’s no stranger to distinctive memories. Earlier this year, we tapped into them for Diageo’s Seagram’s 7, helping the brand revive the classic 7&7 cocktail by rekindling their partnership with 7-up and then recreating its familiar print ads from the 70s, remade for a social-first generation.

Similarly, to promote Diageo’s non-alcoholic stout Guinness 0.0, we resurrected its renowned Toucan to make a simple point: “You don’t have to drink to be part of the flock.”

Guinness rebrand. 

Roots really resonate

The renewed interest in tradition is more than just a trend. In fact, it’s the antithesis of it — it’s a time-tested response to the challenges of an always-on market that is trying to force brands to keep up with the speed of cultural shift. Here’s why:

1. Familiarity Equals Trust

And familiarity requires consistency. And consistency takes time. So leaning into a familiar (especially ‘old’) brand story is a great way to cultivate trust and loyalty, qualities that are increasingly rare today.

2. Your Past Can’t be Stolen

Your past is the most unique thing you have because it’s only yours. Whether it’s a signature design, a legendary product, or a compelling origin story, these ownable elements help brands cut through the noise and remain memorable, like Burger King did when it resurfaced a clip of Andy Warhol eating a Whopper for its Super Bowl spot.

A well-crafted heritage story doesn’t exist in isolation — it intersects with broader cultural trends and values.

3. Something For Everyone

For older audiences, legacy brand assets and memories evoke nostalgia. For younger audiences, these brands offer a sense of timelessness and authenticity that contrasts with the ephemeral nature of many modern brands.

4. Forward to the Past

A well-crafted heritage story doesn’t exist in isolation — it intersects with broader cultural trends and values. By reimagining their legacy in ways that align with contemporary sensibilities and timely opportunities, brands can assert their relevance while celebrating their history.