Nostalgia can be a powerful tool for most brands that have a proud history to look back on. Many consumers have a strong association with iconic brands with an established history. These brands can drive an emotional connection with consumers. When reminiscing, most people remember the past with rose- coloured glasses. For this reason, marketers need to remind consumers about an important time in a brand’s history, as this invokes positive memories.
For newer brands, however, tugging at the heartstrings through nostalgia can lead to cynicism from consumers, as newer brands attempt to emphasise their point of difference in an ever expanding market. It’s very hard to sell an historic brand story based on a brand history that never existed.
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