Why nostalgia is such a powerful force for brand marketing

Most Innovative Companies

What do Chanel, Heinz 57, and Coors Light all have in common? They’re all brands that have built a connection with their consumers. On today’s episode, we’re looking at our company’s ‘Brands That Matter’ recognition program with ‘Fast Company’ senior staff editor Jeff Beer. Not only is it about building connections, but also developing culturally relevant messaging, making an impact through social causes, and communicating their mission and values clearly. We also chat about peak marketing nostalgia and, specifically, how Kraft Macaroni & Cheese is re-releasing SpongeBob shapes, which seems like a perfect example of a brand keying into what millennials miss about childhood.

‘Are you ok with being in the shadows?’ Bobby Kim, aka Bobby Hundreds, talks about how he started his streetwear brand, The Hundreds, 20 years ago. Every year, there’s always a debate about what streetwear is—some people say it’s not cool anymore because of elitism and snobbery within subcultures. To get around this, Hundreds says you need young people discovering it for first time, as well as seasoned veterans weighing in, for a brand to have lore and build a legacy. Most streetwear brands are built to be ephemeral, but Hundreds said what helped his company was sticking to its core values: honesty, communication, and being personable. “People never go out of style.”

Check out @bobbyhundreds and The Hundreds’ Substack ‘Monologue’: https://bobbyhundreds.substack.com/p/the-importance-of-diversity-and-representation