top of page

What is a Heritage Brand?

A heritage brand doesn’t have to be 100 years old. It is any brand that leverages a dimension of its heritage – like its founder story, provenance, stubborn adherence to an original formulation –  as a core part of its value proposition.

​​

Aspiring heritage brands could include any brand with:

  • A rich history but unclear future

  • Stagnant or declining awareness or relevance

  • Trapped value: differentiating DNA being lost or under-leveraged

  • An opportunity to accelerate value creation

  • Founders who want to build something lasting​

< BACK TO HOME

"Heritage brands live in three time zones—past, present, and future. This requires an organization whose members understand that the brand is bigger than they are, that they are a link in the chain, with an obligation to leave an even stronger brand to the next generation."
 
Lund University, Sweden, Professor Mats Urde
bottom of page