1. Reinvent or reinvigorate your brand to stay relevant
Every brand faces a pivotal question at some point: stay the course with a few updates or start over with a bold new identity. This decision is critical, especially for legacy brands navigating an increasingly dynamic market. The goal is to assess honestly, invest wisely, and decide decisively.
Start with a thorough assessment. Gather everything your brand has been and currently is—your origin story, product portfolio, advertisements, even consumer reviews. Map it all out. This exercise is an internal reflection and a collaborative brainstorming session. Involve your team at all levels as sometimes, the best ideas come from unexpected places. Then, look outward—study your competitors’ moves. Which of their strategies are working? Where are they misstepping? The answers can help you define your own trajectory.
Next, invest in learning what your audience values most. Leverage consumer testing, focus groups, or even deep dives into online forums like Reddit. You might be surprised what people love (or don’t love) about your brand. Pay attention to social listening; real conversations often reveal the unfiltered truth.
Finally, act. Use these insights to make a clear decision: either build a new foundation or refine what’s already strong. The key is not to hesitate as indecision is a sure way to lose relevance in a market that rewards speed and innovation.
2. Innovate by exploring new product forms
Sometimes, rethinking how a product is delivered can make all the difference. The shape, texture, or functionality of a product often defines the experience for the user. Changing the form can reintroduce your product to a whole new audience while preserving its essence. Nerds did this brilliantly with Gummy Clusters. Pairing their classic candy with a chewy center, they appealed to Gen Z’s love for texture-rich snacks and unlocked $500 million in sales in a single year—a tenfold increase from 2018.
This kind of innovation doesn’t require you to abandon your identity. It’s about finding ways to make your products more engaging and useful for today’s customers. Take Dawn Powerwash. They didn’t just improve liquid dish soap and instead reinvented how we use it by turning it into a foaming spray. It’s easier, faster, and frankly more fun to use. Similarly, Olay’s Cleansing Melts removed the need for bottles entirely by introducing water-activated pads, aligning with sustainability trends while improving convenience.
The lesson here is straightforward: if your product can deliver the same core value in a fresh, exciting way, you’ll capture attention.
“Ask yourself, how could your product evolve without losing its soul? That’s where opportunity lies.”
3. Leverage fandoms to bridge generational gaps and build loyalty
Legacy brands have an incredible asset that many startups can only dream of—a fan base built over decades. This is your foundation, and if used correctly, it can also be your bridge to new audiences. Here’s the thing: older fans and younger consumers are more connected than you think. Younger audiences respect what’s been proven, while older fans appreciate innovation that doesn’t compromise the brand’s legacy.
Consider how brands like Coach and Ivory Soap have turned their legacy into a point of connection. Coach launched its Coachtopia initiative, creating upcycled products that resonate with Gen Z’s focus on sustainability. At the same time, legacy items like their classic bags continue to appeal to long-time customers. Similarly, brands like Peter Thomas Roth use older fans’ loyalty as social proof, creating product tutorials that attract younger buyers curious about tried-and-true solutions.
Don’t underestimate the power of nostalgia, either. Retro collections from Old Navy and ESPIRIT capitalized on Y2K aesthetics, and shoppers of all ages embraced them. Legacy shouldn’t focus on clinging to the past, but rather how it shows how your history enriches your future.
4. Approach collaborations cautiously to avoid fatigue
Collaboration can be powerful, when done right. But let’s face it, the market is oversaturated with partnerships, and not all of them make sense. A random pairing might generate buzz for a moment, but it won’t build long-term equity for your brand. That’s why collaboration needs to be intentional. It’s about aligning with the right partners at the right time, creating value that lasts beyond the headlines.
Charlotte Tilbury partnering with Formula 1 is a masterclass in meaningful collaboration. Through sponsoring the F1 ACADEMY™, a program empowering women in motorsports, the beauty brand expanded its presence in a traditionally male space. The focus here was on redefining what both brands stood for.
Then there’s Stanley. Their partnerships with LoveShackFancy and Starbucks transformed their tumblers into cultural icons. These collaborations work because they maintain Stanley’s core identity while inviting other brands to add value. Each partnership is creative yet practical—precisely what consumers expect.
Before you dive into a collaboration, ask yourself: does this amplify my brand in a meaningful way? If the answer isn’t an unequivocal yes, it’s better to pass.
5. Prioritize consumer needs to deepen brand relevance and connection
The market is more competitive than ever, and consumers have options. They expect brands to understand and adapt to their needs. If you don’t, someone else will. The trick is to stay relevant without losing your identity. Look at Mountain Dew and Kleenex. Both brands stayed true to their roots but evolved their messaging to reflect modern lifestyles.
Mountain Dew shifted its branding from high-energy sports to the outdoors with its “The Mountain is Calling” campaign. It’s still adventurous but now aligns with consumers’ growing desire for nature and balance. Kleenex, on the other hand, took a universal approach with the slogan “For whatever happens next,” connecting emotionally with consumers’ everyday moments.
In both cases, the brands didn’t abandon who they were. They simply reframed their stories to resonate with what people care about now. That’s the secret—don’t change for the sake of change. Move with your audience and deepen the connection over time.
Final thoughts
The questions every brand must ask are “What do we change?” and “What makes us unforgettable?” In a market evolving faster than ever, relevance comes from balancing bold innovation with the timeless essence of who you are. So, what part of your brand’s DNA can you reimagine today to make it unmissable tomorrow?
