Redesigning a Legend

Andy Lipscombe, director of brand strategy at FreshBritain, discusses the benefits of brands understanding the difference between history and heritage, and why brands which leverage the latter can come to be loved.

We’ve all seen historical brands with the potential to remain relevant, but which instead get consigned to dusty corners in fading department stores and just about manage to cling on. There’s no obvious reason why they couldn’t have leveraged their rich past to survive and thrive and find new audiences, but they don’t do it, or not well enough.