Recently, I stumbled across an interesting article on ways to use history to connect nostalgia to a brand for marketing purposes. Though I’m not quite sure yet how to use this for my photography, I feel that there’s some great inspiration to be found here.
While many of the points brought forward relate to the actual products being nostalgic, the points that relate to the actual brand resonated with me most:
- The article argues that brands are using their heritage to convey the values of the company. One prime and recent example is that of Rab, a British outdoor apparel brand. In it’s rebranding, this UK company shifted the focus to its heritage and tries to appeal to the feeling of community many outdoor enthousiasts share.
- Another interesting point the article brings forward is the refreshing of celebrity endorsements. One of my recent clients, a major Dutch beer brewery called Bavaria reshot an iconic commercial with retired superstar soccer player Maradonna. The concept was simple, but it resonated with many viewers still familiar with the original, which actually starred a different superstar: Marco van Basten.
Regarding my own photography, I’m not quite sure if it’d be wise to resurrect some of my heritage and show some of my earlier work. Still, it could be interesting to do a side by side comparison of how I approached certain subjects five year ago, and how I approach them at present.
Do check out the full article on The History Factory