Branding Nostalgia

A recent post from Steve Woodruff at StickyFigure called Brand Memories got me thinking about the value of nostalgia in branding.

I was sitting at my desk today, riffling through old memory banks to try to identify brands from other eons of my life (childhood, teenage years, college, young adult) – something has to be very special and memorable to endure the decades.

You see it in the toy industry all the time. It’s usually a 23 year cycle. Why? Well, that’s about the span of a generation. And who doesn’t get a kick out of buying toys for their child that they played with as a kids… or giving toys to their grandchild that their child played with?

The new Transformers movie comes out July 4th. Hmm. Wonder how many dads who were about 5-7 years old in ’85 will be taking their 5-7 year old?

Technorati Tags: Marketing, Branding, Transformers
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Author: Chris Brown

Business owner operating a marketing consulting firm. Online Publisher. Keynote Speaker.

4 thoughts on “Branding Nostalgia”

  1. Chris,

    My wife recently was trolling eBay to look for some long-lost dolls that she grew up with – since we’ve managed to only produce boys (five!), she had no girlie stuff around the house, and sure enough, the nostalgia bug hit. Not just any doll, but a particular type (and darned if I can remember what the name is!)

  2. The sad part of this is when the next generation doesn’t end up sharing your enthusiasm. I took my 6 year old cousin to the Empire Strikes Back when it was re-released in the theaters about 10 years ago. I was imagining him getting engrossed by the magic of George Lucas. He was ready to go about 45 minutes into the movie.

    Unfortunately the Teenage Mutant Ninja Turtles made a comeback way too soon (at all really)!

  3. This is so true, and it’s interesting to see when marketers get it right, versus when they pull the trigger too early (Ninja Turtles) or don’t pull the trigger and it happens anyway (like Hush Puppies).

    Notice that “-algia” in nostalgia is the same suffix used in a lot of diseases? It’s because nostalgia is like home sick for the past…

    ~Jim Tobin
    http://lifeismarketing.blogspot.com

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