Turning your heritage brand into a dividend-yielding asset

In a world buzzing with fleeting trends and relentless competition, brands often overlook a powerful asset: their own history. Every brand carries a unique heritage, shaped by years of experience, challenges, and successes.

When wielded effectively, this legacy becomes more than just a story. It transforms into a strategic advantage—one that not only sets a brand apart but also forges deep consumer connections.

While new trends command attention, a brand’s legacy provides authenticity, depth, and a reminder of why it matters. Let’s examine why it is the perfect time now for brands to lean into their heritage, and highlight some of the world’s most iconic brands that have successfully done so.

More than just a timeline

Brand heritage does more than build trust; it illustrates how a brand can evolve while staying true to its roots. In an age where consumers crave authenticity, a well-crafted narrative that connects the past to the present can be a brand’s most potent tool. Heritage isn’t merely about nostalgia; it is about demonstrating resilience, adaptability, and a deep connection to a brand’s core values.

When brands capitalise on their heritage, they show that they have stood the test of time, weathering shifts in culture, technology, and consumer behaviour.  But what makes heritage compelling is its ability to evolve. Instead of remaining static, a brand’s history can serve as a springboard for continuous innovation.

Consider Titan, a brand synonymous with quality watches in India. While rooted in tradition, it has expanded its range to include smartwatches and trendy designs aimed at younger consumers. Its ‘Be more than just a watch’ initiative highlights how Titan watches fit seamlessly into modern lifestyles while retaining their classic values.

Legacy as a competitive edge

In an overcrowded marketplace where every brand vies for attention, legacy stands out as a distinct natural advantage. However, the key isn’t just to promote history for the sake of it; it is about weaving it together with modern relevance.

Brands that simultaneously embrace their rich histories and the latest market trends seem to have cracked the code—achieving a unique coexistence of the old and the new!
Rather than viewing heritage as a counterpoint to innovation, brands should treat it as a foundation for modernisation. By blending legacy with new trends, they create consistent stories that resonate emotionally with their audiences.  The advantage of this approach is that it builds trust through heritage while maintaining relevance through innovation.

The formula at work

Worldwide, brands have made their heritage a central part of their identity. Let’s look at a few examples that stand out.

1. Tata Group (India): With over 150 years of history, Tata’s legacy is intertwined with social responsibility and innovation. Its ‘Tata Stories’ campaign showcases not just the company’s achievements but also its social commitment and evolution. 
2. Levi’s: Since inventing the blue jeans in 1873, Levi’s has consistently tapped into its heritage while remaining relevant in fashion. Its ‘Live in Levi’s’ campaign captures the essence of individuality, encouraging consumers to share their own stories while wearing Levi’s jeans.
3. Amul (India): A fan-favourite of us in the advertising industry, Amul’s ‘Utterly Butterly Delicious’ campaign—running for over five decades—is a testament to the power of consistent storytelling. The ‘Amul girl’ series features witty takes on current events, keeping the brand relevant while reinforcing its core message of quality dairy products.
4. Coca-Cola: With a rich history dating back to the late 1800s, Coca-Cola blends nostalgia with modernity. Campaigns like ‘Share a Coke and Open Happiness’ tap into its longstanding role as a symbol of togetherness, ultimately becoming synonymous with every happy occasion in everyday life.
5. Royal Enfield (RE): RE exemplifies this by merging the appeal for vintage motorcycles with modern technology. By staying true to its spirit of adventure, Enfield maintains its emotional connection with customers and a growing community of loyalists.

A quintessential checklist

For brands looking to capitalise on their heritage, it is essential to actively use their history to drive narratives forward. The four-step process to get the best results starts with acquainting themselves with their own history. Brands should invest in understanding their origins through long-standing employees and customers who can share stories that bring the brand’s past to life.

They should then use history as a launchpad to speak to current trends, whether it’s sustainability or technology. More importantly, they should ensure that the legacy being told is genuine and relatable. And keeping with current trends, they should use social media, videos, and podcasts to engage audiences with stories connecting the brand’s past and future.

A reserved ticket to success

In an age where attention spans are shorter than ever, a brand’s legacy provides immediate recall and reputation—qualities that are becoming harder to earn. Consumers are bombarded with new brands and products daily, but those with established legacies have an edge in grabbing attention. A brand’s history offers a built-in trust factor, one that new entrants in the market often struggle to establish.

As competition for screen time increases, having a well-known and trusted brand heritage not only helps gain visibility but also creates a stronger emotional pull. Leaning into their legacy is no longer optional for brands; it is a necessity to stand out in the limited attention economy. 

Cadbury India, especially during the festivals, garners immediate emotional connections due to its legacy of celebrating family moments. Its ‘Kuch Meetha Ho Jaaye’ campaign made it into the gift of choice for every celebration in life. The campaign evokes nostalgia and tradition and uses emotional storytelling to connect with consumers while capturing screen time in an otherwise saturated market.
In today’s rapidly evolving marketplace, a brand’s history should be seen as a living asset, not a relic of the past.

Heritage, when harnessed thoughtfully, can build trust, evoke emotions, and ensure long-term relevance. For brands looking to rise above the noise, their legacy offers a powerful narrative that not only resonates with audiences but also stands the test of time.

- Shaunak Mukherjee, co-founder, Evolute Global.