Heritage brands can use storytelling to engage new customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 29, 2019, 2:55 AM UTC

It can help them understand the values of a company and increase customer engagement.

This article states that although heritage brands have trust and credibility built up over years, they also have rooted traditions. These when passed down from generation to generation could make the brand struggle to stay relevant.

The author recommends such brands to take their stories and make them more visible and relevant to customers today. To be kept alive, these stories need to be shared. Heritage companies must look to their past to inspire their future.

However, a look-back must go beyond being a nod to the past and have a deeper meaning that supports the future. Use storytelling to revive the brand and to engage new customers. This takes them on a journey of understanding the values of the brand and engages customers faster.

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[5 minute read]