#BYMEspresso☕: The Restoration of Old Brands
Reliance is resurrecting Campa Cola, and Bird Mobility has partnered up with the Italian retro scooter brand Lambretta.
Many brands that had died down are making their comeback after being picked up by new owners.
Reliance is resurrecting Campa Cola, and Bird Mobility has partnered up with the Italian retro scooter brand Lambretta.
These brands might hold a nostalgic value but is sentiment enough to make these resurrections worthwhile?
Sandeep Goyal, the Managing Director of Rediffusion, says, "Nostalgia has many dimensions. We always think of customer memory of brands when retail and trade memory is equally important."
"In the relaunch of any brand, recreating its retail strength is actually more important than rebuilding customer goodwill. It is here that the accumulated nostalgia works more than anything else," he adds.
Several brands that have taken the path of higher purpose, like Dove, Chipotle and Intel, have not only survived the transition from the age of broadcast to the age of Social Media, they have become more relevant and valuable than ever.
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