Lessons from Luxury #11: Tradition is About the Future

Elegant Insights: Luxury Lessons for Life and Business' is a series of #12 invaluable lessons from looking deeply beyond the glitz and glamour. For better margins, stronger loyalty, and elevated leadership - personally and professionally.

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Luxury brands know very well how tradition and legacy add value to their business. They are excellent and using these concepts to bolster internal culture and amplify desirability. But for luxury brands, tradition is not just about the past. It’s about creating the future.

"Tradition is not the worship of ashes, but the preservation of fire." - Gustav Mahler

When looking at organizations that keep their traditions alive, like the Vatican Church, the United Grand Lodge of England, old universities, or heritage luxury brands like Montres Breguet or Hennessy , we can see that they share some common traits. These include a long-term commitment, a focus on steady evolution, a mentor-mentee tradition, guidance by timeless truths, careful and deliberate decision-making, and internal cultures shaped by universal values.?

A Must for Long-term Strategy?

One of the best ways that leaders can realize their vision is by prioritizing the long term over the short. Essentially the long-term perspective leads to long-term success when combined with effective operational objectives. But effective short-term objectives alone without the long-term vision is unlikely to lead to long-term success.

Patek Philippe demonstrates the same long-termist attitude via its traditionalist brand communications affecting both its external narratives and internal operations. Instead of merely persuading people to buy a new watch every now and then it’s: “You never actually own a Patek Philippe, you merely look after it for the next generation.” The very slogan emphasizes the concept of ‘tradition’ directly and openly.

“Cultures grow on the vine of tradition.” - Jonah Goldberg

Practically speaking, legacy and tradition allow luxury brands to convey a sense of permanence and stability. Consumers associate these brands with values like quality, trustworthiness, and sophistication. These brands tend to project the image that they have withstood the test of time - and will continue to do so.?

How Legacy and Tradition Can propel Non-Luxury Brands

Non-luxury brands can leverage tradition and legacy to build a distinctive and enduring brand identity, much like luxury brands do. By embracing their history, values, and longstanding practices, any brand can create a strong sense of trust and continuity that resonates with consumers, enhancing brand loyalty and differentiation.

福特 for instance frequently highlights its historical significance, especially through iconic models like the Mustang and F-Series trucks. Advertising campaigns often emphasize Ford’s deep roots in American culture and its legacy of innovation, creating a narrative that goes beyond just selling cars - it’s about celebrating a brand that has shaped the automotive landscape for over a century.

Similarly, Wrangler taps into its rich legacy rooted in Western culture, rodeo, and the spirit of the American cowboy. By emphasizing authenticity, durability, and traditional craftsmanship, Wrangler positions itself not just as a jeans manufacturer but as a brand with a heritage that aligns with a rugged, independent lifestyle. Harley-Davidson Motor Company is another prime example, cultivating a rich tradition of freedom, rebellion, and American craftsmanship.

In the banking and finance sectors, tradition and legacy are especially valued because they signify stability and trust, with institutions often highlighting their long histories as proof of reliability; however, this respect for tradition is also forward-looking, as it positions them as solid foundations capable of supporting future growth and innovation.

?? For more examples and more depth, read my full thinking piece on this topic here.

How to Leverage Tradition and Legacy

???? Ensure the team knows the brand’s values and is guided by them daily: For tradition to be a driving force, it must first live within the organization. Ensure that your team understands and embraces your brand’s core values.

???? Teach the team about the history and the founder of the brand: Sharing the story of your brand’s origins, including the vision and challenges of its founder, can inspire employees and give them a sense of purpose.

???? Pass on professional know-how that they cannot learn elsewhere: One of the most powerful aspects of tradition is the transfer of unique skills and expertise. Develop mentoring programs or workshops to pass down the specialized knowledge that makes your brand stand out.

???? Integrate history, heritage, values, and tradition into your narratives: Weave your brand’s story into every aspect of your communication, from marketing materials to customer interactions.

???? Encourage long-term commitment and focus: Taking a genuine long-term perspective is crucial for maintaining tradition and legacy. Encourage your team to think beyond immediate results and short-term gains, focusing instead on sustainable growth and enduring success

Tradition Builds the Future

Embracing tradition and legacy isn’t just about looking back - it’s about building a solid foundation for the future. As you honour your past, you also create a path forward, guided by the timeless principles that have always defined your brand. This applies even if you are a young brand, say a startup. In doing so, you set the stage for long-term success, proving that the best traditions are not just remembered - they are lived every day and catapult you forward.

When are you starting to build your legacy?

Onwards and Upwards ??

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About: Markus Kramer is the MD at specialist consultancy Brand Affairs, advising Boards, Executives and Operational Teams on all aspects of Strategic Positioning, Reputation and Brand Management. He is a senior visiting Fellow in Strategic Brand Management at Bayes Business School and holds degrees from the Sa?d Business School, University of Oxford, University of California, Berkeley Extension and Massachusetts Institute of Technology. He is the author of The Guiding Purpose Strategy? and Co-Author of the Responsible Investment Brand Index RIBI?.

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