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Brand Turnaround by Karen Post

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Times Change: Don’t Stand Still

Nostalgia is sound strategy for many brands. Comfort foods and household products like Uncle Ben’s rice or Arm & Hammer Baking Soda are great examples of brands that depend on brand loyalty to keep growing with generations of consumers. Today, popular brands like Nike and Adidas have launched highly successful retro-designed shoes, which tap into a history of style and winners.

These nostalgic brand offerings take consumers back in time to a place filled with good memories and sentimental experiences. Fifty or sixty years after they first appeared, these brands are able to transfer legacy identities into trust, and they make classic cool and retro hip. When this phenomenon works, it’s powerful, but there is a fine ...

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