For products fortunate enough to drawn upon memories of nostalgia for their own brand, they are emphasize reliability, timelessness, refinement and more. All these ideas are connected to nostalgia, vintage, or otherwise classic products.
By re-promoting the brand as a classic endeavor it also makes consumers feel like they are buying quality as well as sharing memories of others who might have been used to using the brand in the past. So nostalgia can play both as a catalyst for more customers to sign on because of older associations with the product or other traditions they might want to become apart of, and it can promote the strength of the brand to the older community, further solidifying their choice in the same product they have used for years.
Are there some products or brands which this strategy may not be successful?
For products who want to be seen as cutting edge or current, this nostalgic market could come back as looking antiquated and aged. Some campaigns go as far to render their products looking obsolete in an attempt to harvest a nostalgic feeling. This happened to SONY electronics in 2009 when they marketed their WALKMAN MP3 player, which tried to tie in the classic WALKMAN brand to their newer MP3 players. Not only was the product poorly received mainly because all its features were archaic alongside the leading competitor, the ipod, but the products advertising came off as out of touch and highlighted how slow electronic giants were willing to adapt to new trends. With most phones being used a MP3 players, SONY never was able regain the large market share they had with the original WALKMAN in the 80s.
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