At The Drum's Predictions event, CMOs from legacy brands discussed the delicate balance of modernization and customer loyalty. Will Harrison from The AA emphasized the need for relevance without alienating core customers. Currys' Dan Rubel addressed its transformation efforts, including name changes and new advertising strategies, despite facing some backlash. Unilever's Tati Lindenberg stressed the importance of preserving brand essence while adapting how the brand engages with society, as seen in her work with Persil's refreshed branding and advertising.
You've got to be doing something right to be called a legacy brand, but the challenge is how to remain relevant.
We were determined to change that. Along with a name change, Currys has overhauled its advertising by going big on organic social and made its TV ads a bit 'weirder.'
Thank goodness we didn't use anything for years. For decades, we didn't get anything, so I welcome it.
I don't allow anyone to touch it, but what you can change is how you express the idea to society.
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