What will be your legacy?
No.115
Monday 3 October
Hi, it's David here.
It's been over a week since the flags and pompery have been packed away and the outpouring of emotion has been replaced by the next headline to hit home. A leader who saw us through over 70 years has been replaced on the front pages by one who has been here for just over 7 days.
One built a legacy built on compassion that has stood the test of time and in doing so built a Greater Britain, the other seems determined to waste no time turning us into little England, focusing on the fortunate few rather than caring for the greater good.
Community Member and strategist Anna Rose discusses the role of legacy for individuals, institutions and innovators in this week's School of Athens newsletter.
David Alberts
Co-Founder at?BeenThereDoneThat
Hi, it's Anna Rose here.
What prompts an individual, or rather thousands of individuals, to wait up to twenty-four hours in the cold to say goodbye to someone they’ve never met? I doubt people joined ‘The Queue’ down the Thames just to see the pompous hats. Surely many felt that paying their respects to Queen Elizabeth II was an opportunity to be part of a history bigger than themselves.
Whether you love or loathe the royal family, you cannot deny the powerful legacy that the late monarch has left behind. During her 70 year reign, dozens of hospitals, roads, schools and two London underground lines have been named in the Queen’s honour. Her decrees, and equally loudly her silences, on countless issues will be felt for generations to come. At the most basic level, the end of this epoch will be marked by household tomato sauce and tea companies redesigning their labels as their royal warrants are nullified.
Legacy is a topic that can be easily forgotten in the hustle and bustle of marketing. It can even be seen in opposition to innovation. (Legacy systems are never a good thing, right?) But, legacy is a powerful tool for brands, products and people.
Working with many of the world’s oldest alcohol companies, I’ve had the privilege of building on brands that will likely outlive my career. When you are repositioning a scotch that’s thirty or forty years old before someone buys it you have to consider both the history of when that barrel was first laid, and the future that the brand is going to inhabit. Working on heritage brands is grounding. The story of an individual long forgotten can reignite interest in a family name. A label redesigned today may be passed down through generations of consumers.
My great-grandfather (who died long before I was born) had an affinity for a certain art supply business. Or at least so it seems from the pencils and watercolours I have inherited from his collection. That particular business, founded in 1832, is still my go to when buying new supplies. Perhaps it’s part emotional attachment to the brand, but equally it’s an expectation of quality products.
History doesn’t have to be stuffy. Fashion, the industry known for trend setting, is steeped in heritage. Balenciaga (1919), Gucci (1921) and Dickies (1922) have all recently celebrated 100 years in business, and yet remain popular as ever on TikTok. If it’s good enough for Kim Kardashian, it must have once been good enough for Jackie Kennedy too.
Even brands started in this century should start thinking about legacy. They say the best time to plant a tree was ten years ago, and the second best time is now. While your brand may have a contemporary art direction or offer an inventive solution, what are the values you are instilling today that will remain steadfast into tomorrow?
One legacy that our generations will indelibly leave behind is that we didn’t act fast enough to stop the climate crisis. When the founder of Patagonia recently gave away his $3 billion company to planet Earth, legacy must have played on his mind. Long after Yvon Chouinard’s name is forgotten, his action will go on to speak on his behalf. This commitment to climate action will also do more for his descendants than billions of dollars ever could.
King Charles III also has an affinity for the environment, both natural and built. His dislike of Modern Architecture has already shaped the London skyline, and organic produce grown on his land is sold in high street supermarkets. It will be interesting to see what the new King’s legacy is in the UK and beyond.
As we live through this once-in-a-lifetime moment in history (yet another!), this is a great time to think about what future we are building. As individuals we might think of our legacies as the children we help to raise or the estates we will one day give. But perhaps the most impact we will have in our lifetimes is through the work that we do: transforming businesses which are central to millions of people’s lives. Through products, systems, stories and even fashion we can leave the world better than we found it. What will your legacy be?
Anna Rose Kerr
Community Member at?BeenThereDoneThat
Creative Director of?AROSE
领英推荐
1. Heinz, Twinings and Gordons: The Queen’s favourite brands face rebrand headache
Read Time: 4m
The royal warrant is a symbol proudly displayed on the labels of dozens of household products which were favoured by Queen Elizabeth II. Now they’ll have to reapply or redesign.
2. Patagonia’s decision to give away its brand proves greenwashing won’t save usRead
Time: 2m
Why has the Patagonia founder and his family decided to give their company’s profits to climate action?
3. King Charles III's impact on British architecture
Read Time: 6m
From shunning famed architect Richard Rogers to designing a faux town, this is the kingdom that the new British monarch has designed.
4. How To Build A Legacy For Your Business
Read Time: 6m
Where do you even begin thinking about the legacy that your company will leave? Here are some tips.
We'd love to hear what you thought about this newsletter! Reply in the comments below or reach out to us! To find out more about BeenThereDoneThat, connect with us on?LinkedIn?or visit our?Website. If you'd like to receive The School of Athens weekly newsletter on every Friday directly to your inbox, subscribe?here.