Brand Existentialism

How Centuries-Old Brands Have Mastered the Art of Immortality

In a world of fleeting trends and momentary fads, some brands have discovered the secret elixir to immortality. They stand as monoliths in a landscape where others have crumbled, leaving us to wonder: what alchemy bestows such enduring life upon a brand?

The sobering statistics from the U.S. Bureau of Labor Statistics highlight the rarity of this feat—only a third of the businesses started in March 2013 remained by 2024. The disappearance of titans like PAN AM and the fading of KODAK into the mist of memory prompts us to question the essence of brand longevity.

A 2008 report by the Bank of Korea scrutinized 41 countries and unearthed 5,586 companies older than two centuries. A remarkable 56% hail from Japan—a land steeped in traditions, ceremonies, and rituals, offering perhaps the most telling clue to their extraordinary survival rate.

Surveying the list, certain patterns emerge: breweries, wineries, and distilleries, some over 325 years old, suggest that brands lasting the test of time are steeped in legacy, not founder ego. They are treasures passed down through generations. The Den Hoorn brewery, for example, has charted a course toward immortality by anchoring itself to the globally renowned Stella Artois, a gift from the brewery to the people of Leuven that remains a leader in an industry dominated by mergers and acquisitions. From the Chalice to their 9-step pouring ritual that starts with "purification" followed by the Beheading and Judgment and finishing with The Bestowal, Stella Artois has reached the 21st century by riding on its meaningful and ritualistic path.

Family ownership is another common thread in longevity. Consider Ma Yu Ching's Bucket Chicken House in Kaifeng, Henan, China, reputedly established in 1153 during the Jin dynasty, or the Nishiyama Onsen Keiunkan, a Spa Hotel in Yamanashi Prefecture, Japan. Founded in 705, it is an exemplar of "Shinise," a long-established business and potentially the oldest independent company still in operation.

In the list are dozens of hotels, some of them over 1000 years old; a handful of confectionaries and some of the oldest government institutions like the Royal Mint, established in 886, along with its counterparts from France, Mexico, and the Casa de la Moneda in Colombia, founded in 1621.

A standout in consumer goods, the Officina Profumo-Farmaceutica di Santa Maria Novella, rooted in 1221, showcases the power of renewal and respect for heritage. This Florentine apothecary continues to enchant with its perfumes and candles, a testament to its timeless appeal.

One of my favorites, Patek Philippe, though younger than its oldest counterpart, Blancpain, Patek is positioned to leave a lasting legacy. With their assertion that "You never actually own a Patek Philippe, you merely look after it for the next generation," they don't just sell watches; they sell capital assets, cherished heirlooms passed from one generation to the next.

These brands, untouched by the transient whims of founder egos and corporate greed, starkly contrast today's founder-centric models. They exemplify that true brand immortality is nurtured by custodians who honor the past and sow seeds for the future, enriching each generation with rituals and storied heritage.

In this era of fleeting success, the secret to longevity is straightforward: cherish your roots, honor your traditions, and let the brand's soul flourish beyond the self. If you are a founder or a custodian, follow in the footsteps of responsible leaders like Tim Cook and ensure the brand eclipses personal glory. The greatest brands are those where leaders understand their role as mere stewards of a legacy far more significant than themselves.

THIS ISSUE CREATIVE PICK??

In this edition, I'm thrilled to spotlight "Drops of Gold," an Apple TV series masterfully crafted by Quoc Dang Tran. This engaging fictional narrative revolves around a high-stakes contest to claim 87,000 bottles of wine, coupled with the chance to become the wine industry's most influential figure. It's an artful depiction that resonates with themes of Japanese tradition, the nuanced world of wine, and the timeless importance of rituals—making it a perfect complement to this issue's exploration of brand existentialism.

BRANDS IN THE NEWS

In the arena of brand longevity, Patek Philippe continues to set milestones that not only mark history but also cement its place as an icon of heritage and luxury. Two recent events underscore the brand’s unwavering commitment to excellence and its ability to create desire across generations.

In a dazzling display of craftsmanship and exclusivity, Patek Philippe's Tiffany Blue Nautilus made headlines in 2021 by fetching a staggering $6.5 million at auction. This remarkable sum is a testament to the brand's enduring allure and the value that connoisseurs place on rare and unique timepieces.

Most recently, to commemorate the 85th birthday of Philippe Stern, Patek Philippe’s president from 1993 to 2009 and current honorary president, his son, Thierry Stern, chose to pay homage to his father in a manner befitting the family's legacy. The creation of the special edition Reference 1938P is a heartwarming nod to tradition and filial respect. It features a brand-new exclusive movement and houses a minute repeater, the favorite complication of Philippe Stern. This celebratory piece encapsulates the brand’s ethos of family heritage and its penchant for complex, melodious craftsmanship.