In retail, the once great legacy brand, Sears, is virtually gone now. In the CPG world, the renowned legacy brand Gillette is struggling. While the reasons may vary, these and other legacy brands are in danger in today's volatile brand world, according to professors at the Wharton School.
Professor Santiago Gallino thinks "...these brands are breaking up with the customers. I think that at some point the customer decides to pack up and leave. To me, it looks like the brands are consistently giving the customer the signal that they are done with them, that they are not going … to give them what they expect from the brand and what they used to offer.”
Professor Barbara E. Kahn sees digital marketing as another reason: "...digitally native vertical brands go to millennials with an emotional, branded story that speaks to their lifestyles. Legacy brands didn’t see the change and didn’t change fast enough.” Still, she thinks it's possible for legacy brands to leverage the relationship they once had with consumers: "I think nostalgia will always be around. People tend to become more nostalgic during recessions; they long for the good old days and have a positivity bias about the past. They only remember the good things, so you see it in advertising, and market share of nostalgic brands picks up in less prosperous times.”
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