Monthly Archives: May 2011

Global brands with a heritage

Brands with a heritage …. Quick! ….. your top ten:

1. The Queen (there goes my knighthood)

2. Coca-Cola

3. Rolls-Royce

4. Guinness

5. Cunard

6. Swire

7. Burberry

8. James Bond

9. Hollywood

10. Savile Row (stretching it a bit here)

Top tens are of course nonsense. But what surprised me was that after number 4 I actually had to think. Which tells me that I am either stupid or there are not a hell of a lot of brands with heritage out there that spring quickly to mind.

About Brand Heritage News

Heritage (as so many Asian cities have discovered or are in the process of discovering) is not just about history. Essentially, it is about staying true to your values.

It is no coincidence that the best-known brands in the world also have the strongest sense of their own heritage. A well-articulated corporate story is a source of inspiration for stakeholders, staff and customers alike. It is hard to imitate, embodies the original, essential values of the company and promotes continuity through all corporate messaging.

A good understanding of one’s brand heritage also acts as a touchstone to which we can return when things go astray. Rather than immediately getting brand consultants in to offer a new slant on the company, we would do better to revisit our core values first.

So, the heritage of a brand needs to be cared for as much as the heritage of a nation; in some ways more so, because people who work in a company are generally too busy or lack the expertise to worry about preserving artefacts or symbols of a company’s history. They are too busy getting on with their jobs.

But heritage is one of a company’s greatest assets and, as Asia moves centre-stage in the world economy, there will be a focus as never before on the brand heritage of Asian companies. And Brand Heritage News intends to provide a forum for discussing those trends.

We do not intend to analyse branding per se, nor are we particularly focused on heritage brands (i.e. those brands which use heritage as part of their USP) but rather the evidence of a company’s attempt to preserve and communicate a brand. This could be through a variety of channels – archive creation, books, exhibitions, video, websites or events. It could be done just effectively by a company with a history of ten years, as one with a hundred years.

 

Heritage is not just about history. Essentially, it is about staying true to your values. The heritage of a brand needs to be cared for as much as the heritage of a nation; in some ways more so. But heritage is one of a company's greatest assets and Brand Heritage News intends to provide a forum for discussing these trends. We do not intend to analyse branding per se, nor are we particularly focused on heritage brands (i.e. those brands which use heritage as part of their USP) but rather the evidence of any company's (young or old) attempt to preserve and communicate its brand's heritage.