As new, feel-good "dopamine" brands such as Poppi and Starface disrupt markets with limited drops and high-energy designs, legacy brands face the challenge of maintaining relevance without losing their core identity. This article explores how legacy brands can adapt to these trends, leveraging the hype cycle to boost consumer interest while staying true to their roots.
Instead of abandoning their iconic design elements, legacy brands can experiment with limited editions or collaborations that align with their established values. By emphasizing what consumers already love about them, whether through nostalgic flavors or subtle packaging tweaks, brands can maintain consistency while introducing new excitement. Through examples like Jaffa Cakes and Johnnie Walker’s limited editions, brand elements (like packaging) can create a meaningful and lasting connection with audiences. Collaboration, authenticity, and strategic experimentation are the keys to staying culturally relevant in a noisy, fast-paced market.
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