Advertising

Thoughts on brands leaning in heavy on legacy and “being the first” to do something? Examples- geico changing the tag to 75 years, credit cards pushing first to offer, apparel being around (cont)

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Depends on the category - insurance, you don't want a fly by night company but for apparel it might be perceived as old and out of fashion if it's been around too long.

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The longest? Does being tried and true really matter that much? Do consumers in an increasingly DTC world and knowing white label brands are made by the same known brands... in a world with tech and enterprise solutions. Does it matter? Do I care geico has been around for 75 years?

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I don’t think it can be looked at in a vacuum. It depends on the brand and the brand story as a whole. For example Levi’s heritage works because they have built their brand around the story of being the original, humble worker’s jean and now Everyman cool item. But without the larger story built around it to give it value it is essentially a neutral trait.

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For earned media you often need something compelling and truly first-of-its-kind.

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Good thoughts. Thanks. I struggle with certain targets caring. Nest vs ADT. Newer banks that came post crash. Agree on Levi’s to an extent. It worked bc they evolved who the everyman is for a new generation. They used legacy differently. And a benefit for a new audience. Geico... I struggle with who they are talking to. I don’t care you’ve been around for 75 years without telling me what you’ve done for people like me in 75 years. Farmers does it better. While it’s harder for them to break through bc everyone stole their commercial and now you don’t know if it’s geico or ATT or 15 others... but I think it’s a miss. And probably a miss for all unless they tell us why we should care.

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Agreed in the insurance space. I suppose it could matter to older people that value experience? But to younger people it could read as dated, bad app experience, etc. Ultimately it gets a big who cares from me as an rtb.

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