According to a 2010 Yankelovich study, 62 percent of Americans wish that more brands would bring back versions of their product designs as they were offered years ago; and 58 percent of American consumers agree that “you can depend on brands that have been around a long time to produce good quality products.”
That being said, how can you rescue your beloved heritage brand and rekindle the generational past to aid rediscovery and reappraisal on the shelf?
Brand Rescue can be achieved by applying the tools of Rediscovery, Enhancement, Simplification, Communication, Understanding and seeing the brand Envisioned in your consumer’s eye — in short, R.E.S.C.U.E.
The following six brands have one common denominator: rediscovered and realigned hidden equity that builds a cognitive link to our perceived pasts. These examples demonstrate how The Goldstein Group has successfully restaged heritage brands and the proprietary process that it has developed.