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Everything old is new again: Why are brands resurrecting old assets?
Brands such as Morrisons, Tango and Branston are bringing back slogans from their past, which they say still have resonance with consumers.
Marketing is an industry with an obsession with newness.
Often CMOs come into the business with a goal for the future which involves a new campaign, slogan or platform.
However, some brands are looking to the future by taking inspiration from the past, digging into the archives to revive old slogans, jingles or logos.
Branston, Morrisons and Tango are all brands which have recently announced they will be reverting to old assets. The reasoning these brands have given for doing so is that the old brand lines they have resurrected are still well-remembered by many consumers.
