While the world is busy “algorithmizing” stories and pics, and deepfaking "reality," there’s a small subset of brands that are about to get really valuable for a simple reason: heritage.

What is the antidote to “artificial everything?”

+ AUTHENTICITY.
+ FAMILIARITY.
+ RELIABILITY.
+ PROVENANCE.
+ CRAFT.
In other words, the long-held dominions of heritage brands.

As artifice becomes the norm, heritage brands are fast becoming bastions of authenticity.

Who ever thought that “brands” – a construct of marketing - would occupy the high-ground of trust and meaning?

The reason they do – and today more than ever – is that heritage isn’t nostalgia. It’s proof.
Proof of where you’ve been.

Heritage is proof of the hands that shaped a brand. Proof of where it’s from, or the promises it’s kept for decades or generations.

Today, the world doesn’t need more noise. It needs signal.

Real roots. Real craft. Real history. Real soul.

If you own or manage a brand with some heritage, it’s a good time to take stock of what kind of brand assets you’ve actually got in the bank. You may be sitting on a goldmine of meaning and authenticity, at a time when that currency is scarce and about to be worth a lot more.