In unsettling economic times, nostalgia has proven to work for a number of brand names. When feelings of security and simplicity from years gone by are called to mind, trust is built. That old-fashioned feel plays on the emotions of those who remember the ‘good old days,’ as well as those who wish to experience it for themselves, for the first time.
Some new brand names are using web design, packaging design, and branded language that lend feelings of yesteryear. Other well-known brand names from the past are cropping back up – either due to consumer demand or because someone saw the value in resurrecting those brand names. Of course, fond memories, an established brand identity, brand loyalty, and trust come as part of the deal.
The Re-Launch of Familiar Brand Names
As discussed yesterday, start-up brands come with some strenuous uphill treks built in. With a healthy dose of hard work, those journeys are worthwhile; however, there seems to be an untapped goldmine in the resurrection of old, practically dead, brand names.
Old brand names already possess brand identities and have reputations that speak for themselves, so the brand-building process is practically complete. What’s needed is a fresh approach to brand management, and the introduction of the brand to those who may have missed it the first time around.
Here are a few examples of brand names that have been recently re-launched:
- Twinkies: When Hostess announced that they were pulling these creamy confections from shelves due to bankruptcy, consumers stocked up, lamenting the loss of a delicious treat that carried with it loads of childhood lunchbox memories. This interest was enough to warrant a Twinkie resurrection.
- Schlitz: This beer was known as the ‘dad and uncle beer’ of the 1970s. When the Milwaukee brewing company cut costs and started putting out a flatter brew, consumers walked away. Pabst Brewing Co. bought the name years later, went back to the original brewing process, and Schlitz flew off the shelves.
- Yuengling Ice Cream: Yuengling, a brewer of beer, is not known for its ice cream; however, consumers recently learnt that the brewery turned into a creamery during Prohibition. Not only does this resurrected brand of ice cream hold the same name as a popular beer, it comes with a quaint history.
- Candy and Cookies: Candy is especially nostalgic, because most of our candy eating is done during childhood – where many of our fondest memories reside. Bonkers, Astropops, Wacky Wafers, Tart n’ Tinys, and Hydrox are some examples of brand names that were gone…but not for long.
These foods and drinks are just a few examples of brand names that have been resurrected with the intent to monopolise on nostalgia. Polaroid, Kitchenware, the Volkswagen Beetle, and Saab are a few more.
Whether you’re launching a new brand or re-launching an old one, a branding strategy is crucial. The options are virtually endless, but we can help you to choose the ones that are perfect for your brand.
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