Leveraging Brand Heritage As A Marketing Tool
Sachin Bansal writes for Everything Experiential as he delves into the intricate relationship between packaging, design, cultural and heritage
_20240507093924original_image_23.webp)
In a world where change is constant and innovation is the key, heritage provides a sense of continuity and belonging. It reminds us of who we are and where we come from, grounding us in a shared history that transcends time and borders.
Reviving the fortunes of heritage brands requires a delicate balance of honouring the brand's past while striving for innovation in the future. To achieve this, it's crucial to bring in talent who can appreciate and understand the brand's heritage deeply. These individuals should possess the audacity to look at the past, not merely as a nostalgic exercise, but to extract timeless elements that can be reinterpreted and revitalised for modern audiences and conditions. Human resource management is a critical aspect of managing heritage brands which requires to be handled skillfully by the leadership to ensure the specific outcomes.
By understanding the essence of the brand's heritage, these talented individuals can identify patterns that made the brand successful in the past and how such elements can be reimagined for contemporary contexts. They can uncover hidden gems from the brand's history, whether it's a design detail, a manufacturing technique, a storytelling approach, or a brand philosophy, and use these insights to create a more exciting and relevant future for the brand.
Moreover, these individuals should have the creativity and vision to translate these heritage elements into innovative products, experiences, and marketing strategies that resonate with today's consumers.
Packaging heritage as a marketing tool involves leveraging a brand's history, tradition, and legacy to create a compelling narrative that resonates with consumers. This approach taps into the emotional connection people often have with heritage brands, associating them with authenticity, quality, and nostalgia. By highlighting a brand's heritage in its packaging, companies can differentiate themselves in an otherwise congested market, appeal to consumers' desire for authenticity, and build trust and loyalty.
Successful examples of packaging heritage as a marketing tool include brands like Coca-Cola, Levi's, and Chanel, which have used their rich histories to create strong brand identities and connect with consumers on a deeper level. In India, several brands have successfully leveraged their heritage in packaging to connect with consumers. One such example is Amul, known for its iconic packaging featuring the Amul girl and witty taglines. Amul's packaging reflects its rich history and legacy in the dairy industry, evoking a sense of nostalgia and trust among consumers.
Another example is Kama Ayurveda, which uses traditional Indian motifs and designs inspired by Ayurveda in its packaging. The brand's packaging not only reflects its commitment to natural and authentic products but also appeals to consumers looking for traditional Indian remedies. Similarly, brands like Fabindia and Forest Essentials use packaging that highlights Indian craftsmanship and traditional ingredients, appealing to consumers looking for authentic Indian products. These brands effectively use packaging to convey a sense of heritage, quality, and authenticity, resonating with Indian consumers' preferences for traditional and natural products.
One of the key strategies for packaging heritage is the use of vintage designs. By incorporating elements from the past, brands can evoke a sense of nostalgia and appeal to consumers who appreciate traditional craftsmanship. Another effective strategy is to incorporate heritage stories into packaging materials. Brands are using packaging to tell the story of their origins, traditions, and values, thereby creating a sense of authenticity and trust among consumers. Furthermore, highlighting a long-standing commitment to quality and tradition can also be a powerful strategy. By emphasising their heritage, brands differentiate themselves from competitors and appeal to consumers looking for authentic experiences. For example, luxury brands like Rolex often emphasise their long history and commitment to craftsmanship in their packaging and marketing materials, helping to position themselves as timeless and prestigious brands.
Reinventing heritage is a powerful way for brands to stand out in today's competitive marketplace, appeal to consumers' emotions, and build long-lasting relationships with their audience. In the global market, several brands have effectively utilised their heritage in packaging to create strong connections with consumers. One notable example is Guinness, the Irish stout beer. Guinness has successfully incorporated elements of its rich heritage, such as its iconic harp logo and the historic Guinness Storehouse in Dublin, into its packaging and marketing. This approach has helped Guinness stand out in the beer market and appeal to consumers looking for a brand with a strong heritage and tradition.
In the automotive industry, brands like Rolls-Royce and Bentley have successfully leveraged their heritage in their packaging and marketing. These brands often reference their long history of craftsmanship, luxury, and innovation to appeal to consumers looking for a premium and prestigious product. Similarly, luxury fashion houses like Louis Vuitton have used their heritage in their packaging and branding. These brands often incorporate elements of their iconic designs and logos into their packaging, thus creating a sense of luxury and exclusivity for consumers.
In India's tourism industry, the "Incredible India" campaign is a remarkable example of reinventing heritage to create a powerful brand image. By showcasing India's rich cultural and historical heritage through captivating visuals and narratives, the campaign has successfully positioned India as a must-visit destination for travellers worldwide. The campaign highlights India's diverse cultural tapestry, including its ancient monuments, vibrant festivals, and rich culinary traditions. By leveraging these aspects of India's heritage, the campaign appeals to travellers seeking authentic and immersive experiences that go beyond the ordinary. Through its innovative storytelling and impactful visuals, the "Incredible India" campaign has effectively redefined how heritage can be packaged and marketed in the tourism industry, setting a benchmark for destination branding globally.
The urge to search for alternative, unconventional identities for a brand has resulted in a drive to explore new places, cultures, and social organisations. Tourism industry here plays a dual role. Not only does it become a heritage brand but also acts as a facilitator for other heritage brands. Responsible tourism practices with a sustainable approach become the duty of individuals and organisations working in the industry.
In the realm of entrepreneurship, heritage isn't just about the past; it's a powerful narrative that shapes the present and guides the future. Entrepreneurs who understand this leverage heritage as a storytelling tool, weaving narratives that resonate across generations and cultures.
Legacy is the foundation on which these entrepreneurs build. It's not just about the businesses or products they create; it's about the values, traditions, and stories they inherit and pass on.
These legacies become the threads that connect generations, anchoring them to their roots while propelling them forward.
For entrepreneurs, heritage is more than a marketing gimmick; it's a source of inspiration and innovation. They delve into their cultural heritage, mining it for stories, symbols, and traditions that can be reimagined for modern audiences and for the creation of a strong brand identity. This approach not only creates a unique brand identity but also fosters a deeper connection with customers who value authenticity and tradition.
Take, for example, the case of a family-owned textile business in India. Drawing on centuries-old weaving techniques and patterns, the current generation of entrepreneurs has revitalised the brand, making it synonymous with luxury and craftsmanship. By embracing their heritage, they've not only preserved a traditional art form but also created a thriving business that caters to a global market. Such a strategy also contributes in catering to an audience which is looking for a moving respite from the otherwise technocratic way of functioning.
From Scottish distilleries that have been crafting whisky for centuries to Japanese artisans preserving ancient craftsmanship, heritage is a common thread that binds these entrepreneurs together. Italian fashion houses like Gucci and Prada leverage their rich heritage to convey a sense of luxury and craftsmanship, appealing to consumers who value tradition and quality. Similarly, Indian textile artisans use traditional techniques passed down through generations to create products that showcase the country's rich cultural heritage.
Entrepreneurs choosing heritage packaging as a strategy should possess the courage to challenge conventional wisdom and create innovative, enduring experiences. Similarly, heritage brands themselves must be open to adapting their offerings to meet the evolving needs and preferences of consumers, embracing new formats while staying true to their core values.
In India, packaging plays a crucial role in preserving the value and condition of products during transport and storage. It involves the use of boxes, containers, or foaming agents, along with materials like glass, plastic, and paper, and fillers such as foaming agents or air caps to absorb shocks. This form of packaging is prevalent across industries like food, stationery, and clothing, ensuring that products reach consumers in optimal condition. When it comes to heritage brands, this aspect of packaging takes on added significance. Heritage brands can leverage their packaging to not only protect their products but also to tell a story. By using materials and designs that reflect their rich history and traditions, heritage brands can differentiate themselves from competitors and create a unique, memorable experience for consumers.
For example, a heritage clothing brand could use traditional fabrics and prints in its packaging, evoking a sense of nostalgia and authenticity. Similarly, a heritage food brand could use traditional recipes or images from its past in its packaging, creating a connection with consumers who value tradition and quality. By packaging their products in a way that reflects heritage, brands can not only protect their products but also enhance their brand identity and create a deeper connection with consumers.
In the context of modern tourism, heritage sites and cultural experiences can be seen as brands in themselves. They have a unique story, a set of values, and a historical significance that sets them apart from other destinations. Packaging heritage in tourism involves more than just preserving physical structures or artefacts; it's about presenting them in a way that is engaging, meaningful, and sustainable. This approach recognises that heritage is not static; it's a dynamic and evolving entity that must be carefully curated and presented to remain relevant to contemporary audiences.
Just like heritage brands in other industries, heritage tourism destinations can leverage their history and traditions to create unique, memorable experiences for visitors. By packaging their heritage in a way that resonates with modern travellers, these destinations can differentiate themselves from competitors and attract a broader audience. For example, a heritage site could offer immersive experiences that allow visitors to step back in time and experience life as it was centuries ago. They could also incorporate modern technology, such as augmented reality, to enhance the visitor experience and make the heritage more accessible and engaging.
Packaging heritage in tourism is not just about preserving the past; it's about using the past to create a vibrant, engaging experience that connects people to history in a meaningful way.
In the hands of legacy keepers, heritage becomes a living, breathing entity, constantly evolving, refreshed, repackaged, yet deeply rooted in tradition. It's a testament to the enduring power of storytelling and the timeless appeal of heritage in an ever-changing world.
