When you think of names like LEGO, Gucci, or Kodak, what do you associate with them? Perhaps nostalgia. Perhaps innovation. Perhaps both.
That’s the alchemy of legacy brands—anchored in the past yet still somehow contemporary and thrilling. But let’s be real: remaining relevant in today’s digital-first, socially-responsible, Gen Z-dominated world is not exactly a piece of cake. So how do these brands preserve their magic without sacrificing their integrity?
Let’s get into how these legendary companies are changing—and what contemporary businesses can learn from them.
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1. Embracing Change Without Losing Identity
Even the most legendary brands can’t sit still. But the secret is evolution, not reinvention.
Remaining true to the essence
Consider Coca-Cola. The logo has been minimally revised over the decades, but the character is still the same—refreshing happiness in a red can. Rather than perpetual change, they’ve created a stable brand experience while remaining culturally relevant through efforts such as “Share a Coke.”
Learning from mistakes
Then there’s Gap, which notoriously redesigned its logo in 2010, only to reverse it within a week of customer outrage. The moral? Legacy brands must hear what their people are saying—because heritage is important.
2. Partnering with the Culture
Today’s consumers don’t merely desire products—they want to belong to something greater. Legacy brands that engage with culture can reimagine themselves for new generations.
Nostalgia + freshness = potent combination
LEGO aced it by introducing sets inspired by Harry Potter, Marvel, and even Stranger Things. These pop culture collaborations maintain the brand’s playful and contemporary vibe while attracting both children and older adults with nostalgia.
High-fashion fusion
Take Gucci. With creative director Alessandro Michele at the helm, the brand went all in on daring, eclectic, even strange looks—and succeeded. Gucci became the Instagram, TikTok, and catwalk darling, mingling luxury with millennial sensibility.
3. Going Digital, Authentically
Surviving legacy brands have gotten digital transformation right—but not by losing their voice of the brand.
From print to Insta-famous
National Geographic, once a leading brand associated primarily with its venerable yellow-bordered print magazine, is now an Instagram top performer. Its photography and storytelling didn’t change—just the medium.
Making technology serve the narrative
Companies like Kodak are becoming relevant again by embracing nostalgia and digital storytelling at the same time. They now market themselves on memory-making, rather than film.
4. Putting Purpose Ahead of Promotion
Young consumers are concerned with values. Legacy brands that fit into purposeful missions resonate with audiences more deeply.
Doing good, not merely selling
Take Ben & Jerry’s. It’s been around since 1978, but its activism—from climate change to racial justice—makes it stand out more today than ever. People trust brands that walk the talk.
Sustainability is the new smart
Brands like Patagonia and even Levi’s are proving that legacy can mean leadership—in both ethics and action. They’ve made eco-consciousness part of their identity without coming off as opportunistic.
5. Listening to—and Co-Creating with—Audiences
Thriving legacy brands don’t sell to consumers so much as they make with them.
Feedback as a feature
PepsiCo regularly tries out new flavors through limited drops and social surveys. Even old-school brands like Heinz ride fan-driven demand, such as when they finally dropped “Kranch” (ketchup + ranch).
UGC is the new brand ambassador
Old-fashioned brands such as Campbell’s Soup are leveraging user-generated content and influencer collaborations to reach younger generations, demonstrating that even staples in the pantry can become viral sensations.
Final Thoughts
The revitalization of heritage brands isn’t about doing everything differently—it’s about evolving on purpose. The best players in the game remain curious, culturally sensitive, and dedicated to their consumers.
They respect their heritage but aren’t hesitant to sprout new limbs.
So, if your brand has heritage, lean into it—but evolve boldly. Because in today’s world, relevance is the real legacy.
