Company Heritage and Brand Management

  • 15 June 2021
  • 1 reply

Userlevel 3

I think the age of an organization certainly influences the way one needs to manage its brand(s). Companies with a long history, for instance, might represent well-established brands, but this long heritage can also have a flipside, standing major changes in the way. What’s your experience here?

1 reply

Absolutely, difficult for long established companies to reinvent themselves due to their culture. Coca-Cola is an excetptional illustration of continuous innovation and a consistent brand image for over a hundred years. Like Van Cleef & Arpels, one of the oldest companies which has kept intact its logo: truly inspiring.