Does anyone know what year it is? Nokia 3310 mobiles are in the shops. Star Wars films fill the screens. Vinyl record stores overflow with hipsters. Pauline Hanson is in Parliament. Actually, let’s not bring politics into this.
Marketing always leans on the warm memories of generations long past, with brand equity often built on historic credentials. Now, in our uncertain times, nostalgia- fuelled marketing is more popular than ever. But before setting your next campaign in 1930, or raising a dud product from the dead, it helps to understand what drives this nostalgic renaissance. Based on this knowledge, there are numerous strategies to employ and a few pitfalls to watch out for.
Tried and trusted is great. Dated and out-of-touch? Not so much.
Rob Grant is a freelance writer, specialising in travel, culture and business. He is a member of the Australian Society of Travel Writers and is based in San Francisco, California.