Honouring the Past, Building the Future: The Art of Repositioning Family-Owned Brands

In my first article, "Building Bridges, Not Silos: Creating Winning Commercial Strategies Across Global Markets" I explored the importance of balancing global consistency with local relevance. ?This principle is particularly crucial when repositioning family-owned heritage brands, where the stakes are even higher. ?

For these brands, legacy is both a unique asset, and an immense responsibility - a powerful story to tell, but also a history that must be protected.?

Having worked extensively with family-owned brands such as Glenfiddich Single Malt Scotch Whisky and Walker’s Shortbread, I’ve witnessed first hand how to strike this delicate balance; respecting tradition, while adapting to attract a new growth audience. ?

Let’s explore the unique dynamics of repositioning heritage brands and some practical strategies for success.?

Unique Dynamics of Family-Owned Brands

Family-owned brands have an intrinsic advantage in their authenticity. ?Their stories are often steeped in tradition, craftsmanship, and a personal connection to the product. ?However, these very qualities can create challenges, particularly when a brand must evolve to stay relevant.?

For example, decision-making in family businesses can be complex. ?While family members often have a deep emotional connection to the brand and its legacy, this can lead to a resistance to change. ?Balancing these emotions with the need for innovation requires a thoughtful approach. ?By respecting the family’s vision while introducing fresh perspectives, it becomes possible to guide the brand toward growth without alienating those who hold its legacy dear.?

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Repositioning Walker’s Shortbread: Preserving Tradition, Embracing the Future

Walker’s Shortbread is a quintessential example of a family-owned brand steeped in tradition. Renowned worldwide for its all-butter shortbread and its unmistakable tartan packaging, Walker’s has long been a symbol of Scottish heritage. ?When I led the global redesign and commercial brand strategy for Walker’s, the challenge was clear: modernise the brand’s image, and re-establish its premium positioning, but without losing its faithful following.?

Preserving the Iconic Identity: The first step in the redesign process was identifying the brand’s non-negotiables. ?Walker’s tartan, cementing the "Scotland at its finest" positioning, and the family’s story of craftsmanship were core to its authenticity. ?These elements were preserved and, in fact, emphasised further to ensure they remained at the heart of the brand’s identity.?

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More Relevant Design: While the tartan was non-negotiable, the packaging design needed an update to resonate with new, and younger, consumers. ?Working with D8, we introduced cleaner lines, more premium cues, and an updated colour palette to elevate the brand’s shelf presence. ?These changes positioned Walker’s as both a reassuring, nostalgic favourite, and a luxurious treat.? This new visual identity appealed to both long-standing loyal customers, and a younger, more design-conscious audience.?

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Strategic Channel and Range Prioritisation: The redesign was accompanied by a strategic approach to channel and range optimisation. ?

For example, during that time, traditional shortbread was prioritised in grocery and specialty retail channels, while new or limited-edition products were highlighted in global travel retail, premium gifting and e-commerce. ?This range segmentation not only maximised the redesign’s impact but also reinforced Walker’s as a versatile brand with offerings for every occasion.?

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Glenfiddich: Balancing Innovation and Heritage

If Walker’s was about elevating a household favourite, in 2014 Glenfiddich’s premiumisation strategy and new visual identity project took on a different, but equally complex challenge - balancing innovation with a legacy spanning over 135 years. ?As the world’s most awarded single malt Scotch whisky, Glenfiddich needed to stay true to its pioneering spirit while appealing to a new generation of whisky enthusiasts.?

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Honouring over 135 Years of Craftsmanship: At the heart of Glenfiddich’s new visual identity in 2014 was its story of craftsmanship and innovation, passed down through generations of the William Grant family. ?Working with Purple Creative this legacy was celebrated, ensuring that new packaging and positioning reflected the brand’s authenticity. ?The introduction of storytelling elements - such as highlighting the Speyside origins and the founder’s pioneering ethos - created an emotional connection with both existing, and new, consumers.?

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Premiumisation Through Innovation

Premiumisation involves more than just visual changes; it required a complete rethinking of how a brand is positioned.?

For example, through my work on Glenfiddich at the time, a range strategy was enacted.? Price tiers were introduced to signal quality and rarity, ranging from core expressions to exclusive limited editions. ?Packaging was updated with luxurious materials and designs that elevated the brand’s perceived value without losing the heritage cues that its loyal customers expected.?

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Tailoring for Global Markets

As discussed in my first article, global brands must flex to local markets, and my examples from Walker’s Shortbread and Glenfiddich are no exception. ?

For both shortbread and single malt scotch, the US market leaned into innovation and exclusivity, while markets in Asia emphasised tradition and gifting. ?By tailoring the premiumisation strategy to reflect regional preferences, both brands reinforced their global category leadership.?

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Strategies for Repositioning Family-Owned Brands

The lessons I’ve learned from Walker’s Shortbread and Glenfiddich highlight key strategies for evolving heritage brands while maintaining authenticity:

1. Identify the Non-Negotiables: Determine which aspects of the brand’s identity are core to its legacy. ?These elements - whether it’s a logo, packaging design, or story - should be preserved, and amplified, during the repositioning process.?

2. Balance Tradition with Innovation: Respect the past, but don’t let it limit progress. ?Introduce new elements - such as updated packaging, new product lines, or fresh storytelling - to appeal to today’s consumers.?

3. Involve Key Stakeholders: Family members and long-standing employees are often deeply connected to the brand’s legacy. ?Engaging them early, and often, in the repositioning process ensures their perspectives are respected and helps build consensus.?

4. Tailor for Market Needs: Global brands must balance consistency with local relevance. ?Adapt or translate elements like messaging, pricing, and range offerings to reflect the unique needs of each market.?

5. Leverage Storytelling: Heritage brands have a powerful story to tell. ?Use storytelling to connect emotionally with consumers, emphasising authenticity, crafts, and shared values.?

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Key Takeaways

Repositioning family-owned brands is both an art and a science. ?

By honouring tradition while embracing innovation, brands can evolve to attract new audiences without losing their heart.? My experiences with Walker’s Shortbread and Glenfiddich have shown that:

1. Legacy is a Strength: Use heritage as a foundation to build a compelling, authentic story
2. Modernisation is Essential: Updates can refresh a brand, broadening appeal, while maintaining its core identity
3. Collaboration is Key: Engage stakeholders to ensure alignment and buy-in throughout the process

Family-owned brands have the unique ability to bridge the past and the future. ?By navigating this balance thoughtfully, they can remain relevant for generations to come.?

Please stay tuned for the third, and final, instalment in the series; "From Legacy to Leadership: Managing Heritage Brands in a Rapidly Changing World".

#CommercialStrategy ?#Premiumisation #Premiumization ?#Leadership #HeritageBrands ?#BrandStrategy ?#CommercialSuccess ?#FamilyBusiness ?#Marketing #FMCG #Lessons

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