eBusiness Weekly
Lesley Mupeti
Old branding can be a warm blanket for the modern consumer. When a logo or advertisement from the past appears, memories come flooding back — memories of simpler times, of comfort and security.
Nostalgia has a magnetic pull that draws us in and makes us long for what once was.
Brands know this. They know the power of the familiar, of harkening back to a bygone era to make a deeper connection.
Coca-Cola invites us to travel back in time with vintage ads and bottle designs, eliciting fond recollections of childhood tastes and pleasures. Levi’s jeans remind us of that first hard-won pair, worn thin and cheerful. McDonald’s golden arches glow with the magic of a first taste of freedom.
Nostalgia in branding wraps consumers like a childhood blanket, shielding them briefly from the stresses of today. It speaks particularly to the years-wise, those who long to relive the wonder of youth, if only for a moment.
But nostalgia also entrances the young, those curious about a past they never knew. They see the patina of age and are intrigued, wanting a taste of times gone by.
Brands know this power well, and use it wisely. They know that peeking through a window to the past can refresh the weary heart and make it yearn, ever so slightly, for home.
How can brands use nostalgia to appeal to younger generations?
Though nostalgia may seem a game for the aged, brands have unearthed new ways to tap into youthful yearnings for the past.
1. Bring back classic products or design
Brands can reintroduce classic products or designs that were popular in the past to appeal to younger consumers who are interested in retro or vintage styles.
2. Use vintage-inspired packaging or advertising
Brands can use vintage-inspired packaging or advertising to create a sense of nostalgia for a time that younger consumers may not have experienced themselves, but may still find appealing.
3. Collaborate with influencers or celebrities who have a connection to the past
Brands can partner with influencers or celebrities who have a connection to a particular era or nostalgia-inducing trend to create marketing campaigns that appeal to younger consumers.
4. Create social media campaigns that reference pop culture from the past
Brands can create social media campaigns that reference pop culture from the past, such as TV shows, movies, or music, to appeal to younger consumers who are interested in retro or vintage culture.
5. Use nostalgia in a modern context
Brands can use nostalgia in a modern context by incorporating classic designs or products into new and innovative products or services that appeal to younger consumers.
Potential drawbacks of using nostalgia in branding
While nostalgia possesses potent powers to forge feelings between brand and buyer, wistful wanderings down memory lane also harbour hidden hazards for those hiking there.
Here are some examples of the potential drawbacks of nostalgia.
1. Alienating younger consumers
While nostalgia can be effective in appealing to older consumers who have a connection to the past, it may not resonate with younger consumers who may not have the same connection to the products or designs of the past.
In some cases, relying too heavily on nostalgia in branding can alienate younger consumers who are looking for more modern and innovative products.
2. Creating a sense of sameness
If many brands in a particular industry are using nostalgia in their branding, it can create a sense of sameness and make it more difficult for consumers to distinguish between them.
3. Ignoring diversity and inclusivity
Nostalgia can sometimes be associated with a particular time period or demographic, which may not be inclusive or representative of all consumers. Brands need to be mindful of this and ensure that their nostalgia-based branding is inclusive and representative of all consumers.
4. Limiting innovation
Relying too heavily on nostalgia in branding can limit a brand’s ability to innovate and create new products and designs that appeal to consumers in the present and future.
5. Losing relevance
Overusing nostalgia in branding can cause a brand to become stuck in the past, which can cause it to lose relevance with consumers who are looking for products and designs that are more current and relevant.
Leslie Mupeti is a brand strategist and creative Innovator. He is the founder of Daily Brand and can be reached for feedback on www.dailybrand.co.zw or email on: [email protected] or +263 785 324 230. His Twitter and Facebook is @lesmupeti
