The Art of Brand Revival
“First, find a dormant product with nostalgia power. Then subtly bring it into the modern age.”
There are a tide of revived product introductions to consumer markets thse days. Triumph and Indian motorcycles are back in showrooms. So are cars like the Nissan Z and the Ford Thunderbird. Tang, the powdered orange beverage that 12-year-olds drank to be like astronauts, has returned. Likewise Roller Derby, the Care Bears, and Earth Shoes. Even brand-new products are designed to bask in some of that memory-lane glow like Chrysler’s PT Cruiser, whose fendered flanks conjure up gangster movies, and Coca-Cola’s Vanilla Coke, which harks back to soda fountains, already objects of nostalgia when Sandra Dee was making movies.
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