These brands have been around for more than a decade. They're just getting started.

"Once a brand hits its stride, it can be tempting to coast. As these 2025 Brands That Matter enduring impact honorees demonstrate, longevity (in this case, 15-plus years in business) can inspire innovation. That's particularly true when it comes to finding fresh ways to engage longtime consumers-and court new ones. From Clinique leaning into its longstanding reputation among dermatologists to Lundberg Family Farms getting its shoppers to care"

"Blumhouse has worked to bring its horror movies to life via immersive experiences (Halfway to Halloween, NY Comic Con, Overnightmare, Halloween Horror Nights, CCXP Mexico), and capitalized on consumer loyalty by broadening its merch offerings. 2025 has been a year for tentpole sequels, including M3gan 2.0 and Black Phone 2, both of which leaned into superfans to get viewers in theaters."

"To reach users on social media, the brand set up a Derm Creator Council that makes content focused on trending skincare topics. Content from the council fueled a 299% increase in video views and added more than 65,000 TikTok followers. To expand its role in growing the dermatology profession, Clinique funded a three-year scholarship with the Skin of Color Society Foundation to support medical students focused on skin health equity."

Longstanding brands maintain relevance by reinventing engagement tactics and courting new audiences. Blumhouse amplified fan experiences with immersive events, expanded merchandise and major sequels, yielding strong box office and cult followings. Clinique revisited its dermatologist-founded origins, launched a Derm Creator Council to produce trending skincare content, drove large increases in video views and TikTok followers, funded a three-year Skin of Color Society scholarship, and introduced product reformulations and global pop-ups. Other legacy brands leveraged purpose-driven storytelling and distinctive consumer touchpoints, connecting heritage credibility with contemporary marketing and sustainability narratives to energize both loyal and new shoppers.

Read at Fast Company