But does it work?

Does it work to focus on a brand’s heritage (e.g. Castle Lager’s age) in ads?

Does it work to focus on a brand’s heritage?

This could be heritage in terms of longevity (e.g. Castel Lager), nationality (e.g. German cars), pioneering (e.g. Mercedes Benz), etc.

Heritage can be a double edged sword. How do you promote heritage without undermining modernity?

Scroll down to listen to the audio.

A heritage brand digs around in the past to secure a bright future.

Andy Rice (branding and advertising expert )

Heritage works well in some categories such as drinks. Heritage works if it’s authentic and relevant, and if it tells a story.

Andy Rice (branding and advertising expert )

Heritage is commercially very viable, if done properly.

Andy Rice (branding and advertising expert )

This article first appeared on 702 : Does it work to focus on a brand’s heritage (e.g. Castle Lager’s age) in ads?


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