Effectively Leveraging Longevity: Don't Mistake Old for Relevant

While "New and Improved" is the lifeblood of many a Consumer Packaged Goods brand, so too can longevity/heritage/provenance/nostalgia be a highly effective message, if used correctly.

And while many brands absolutely nail it, when it comes to longevity, almost as many miss the mark. In my opinion, too many brands simply believe that having been around for a long time equals a consumer-relevant position (if that were the case, dirt would be the largest selling brand in the world). Some think a simple history lesson will translate into a relevant message to their target.

In order to be effective, there are a number of avenues a brand can take, under the theme of longevity:

1. Provenance - your brand originates from a place that has deep credibility and meaning, in the context of the category. Being Champagne turns sparkling wine into a super premium/luxury product.

2. Heritage - your brand created the category. Sperry Top-Sider, the original boat shoe, began in 1935 and remains hugely relevant today.

3. Nostalgia - from the Greek, meaning "ache of coming home", General Mills recently announced the return of Trix cereal, hoping to pull sufficiently on the remaining heart and memory strings of the Baby Boomer generation.

4. Trust - because of the sheer length of time that your brand has been around, combined (here is the part many brands miss) with the consistent delivery against image and expectations, it represents a trustmark with consumers. One could argue that Harley Davidson's consistent masculine message fulfills such a role. Same with Jack Daniel's craftsmanship message.

Being around for a long time has the potential to be a powerful message, if used correctly. The key is to be able to translate that longevity into a relevant and differentiated benefit that resonates with your target.