Brand with Legacy "v" Legacy Brand: The Ford Example

In my 30+ years of experience working with global brands that have significant histories, I’ve seen firsthand the difference between a brand with a legacy and a legacy brand. A brand with a legacy has a rich history but doesn’t just rest on its past achievements. It continuously evolves and adapts, blending its storied past with modern innovations.

Take Ford, for example—a brand I love. Ford honours its long-standing heritage in automotive manufacturing but always brings something new and exciting to the table, whether it’s through innovative vehicle designs, advancements in technology, or cutting-edge marketing campaigns.

Conversely, a legacy brand is more stuck in its ways. It relies heavily on past successes and often struggles to stay relevant in today’s fast-paced market. Kodak is a classic example. Once a giant in photography, it failed to adapt quickly to the digital revolution and lost its leading position.

Why It's Important to Build on Heritage While Staying Relevant

Building on a brand's heritage while ensuring it stays relevant to today’s consumers is a delicate balance but incredibly important. Heritage offers trust and credibility. When a brand has been around for a long time, people tend to trust it more. This trust can be a huge asset when introducing new products or entering new markets. Additionally, a brand with a long history often has a deep emotional connection with its customers. This connection can be a powerful marketing tool, fostering loyalty and repeated business.

However, just relying on heritage isn’t enough. Staying relevant is key to meeting the needs of modern consumers. People’s expectations and behaviours change over time, and brands need to keep up with these changes. Innovating and adapting helps a brand remain competitive and attractive to new audiences. For instance, a heritage brand that keeps up with current trends can appeal to younger generations who might not have an inherent connection to its past.

Turning Up in the Right Ways and Places

One of the most crucial aspects of staying relevant is turning up in ways and places that make sense for your consumer, both physically and digitally. It’s not just about what you offer, but also how and where you offer it. For Ford, this means being present in the environments where their consumers are.

In physical channels, Ford excels by showcasing their vehicles at major auto shows, opening dealerships in key locations, and creating immersive experiences like test drives and customer events that showcase their products and heritage. These physical touch points allow consumers to interact with the brand in a tangible way, fostering a deeper connection.

Historically, Ford has produced incredible cars like the Model A in 1928, which was a significant evolution in automotive history with its affordability and mass production. Fast forward to today, Ford continues to innovate with modern hybrids and electric vehicles, such as the Ford Fusion Hybrid, the all-electric Mustang Mach-E and the most recent 2024 all new Ford Capri which I must admit I'm not a huge fan of. Even though I don't like the new Ford Capri these advancements show how Ford has maintained its heritage while embracing new technologies.

Embracing the Passion for Ford's Heritage

The passion for Ford’s heritage is evident in events like the Vintage Hot Rod Association and the Romo Motor Festival. These events celebrate the classic models and the rich history of automotive innovation. Enthusiasts gather to showcase and admire vintage Fords, from the iconic Model A to the early hot rods.

The Vintage Hot Rod Association, for instance, brings together fans of early Ford models, highlighting the timeless appeal and engineering prowess of these cars. Similarly, the Romo Motor Festival is a celebration of automotive history, where vintage Fords often take centre stage, drawing crowds who appreciate the blend of nostalgia and mechanical beauty

These events demonstrate that there is still a strong relevance and passion for how things were. People today continue to be inspired by Ford’s earlier models, celebrating their impact and influence on modern car culture. This enduring enthusiasm is a testament to Ford’s ability to connect deeply with its audience across generations.

How to Balance Heritage and Modern Relevance

So, how do you balance the two? Start by innovating with your brand’s history in mind. Take inspiration from your past achievements but don’t be afraid to bring something new to the table. For example, Ford has successfully introduced new lines like the all-electric Mustang Mach-E while maintaining its classic models, ensuring that both longtime fans and new customers find something to love.

Updating how you communicate your brand’s story is also crucial. Use modern channels like social media and digital content to engage with your audience. This helps bridge the gap between your heritage and contemporary relevance. It’s also essential to listen to your customers. Regular feedback can guide you in ensuring your products and messages align with current preferences and expectations.

Lastly, consider refreshing your brand’s visual identity and marketing messages from time to time. This keeps your brand looking contemporary while respecting its roots. Think of it as giving your brand a makeover that honours its past but is ready for the future.

Wrapping Up

In summary, mixing a brand’s heritage with modern relevance is essential for long-term success. It allows you to maintain the trust and loyalty of your long-time customers while attracting new ones. This balanced approach ensures your brand remains dynamic and vibrant, rather than becoming a relic of the past. By honouring your brand’s history, continuously adapting to the present, and showing up in ways and places that make sense for your consumers—both physically and digitally—you can create a brand that is both timeless and timely.