Brands that Harken Back to Simpler Times

Some people embrace change and even are the drivers of change. They are the visionaries. They are constantly thinking several steps ahead and imagining what could be. They are very comfortable with uncertainty and have no interest in clinging to the past. They can create order from seeming chaos. And many of them are happy to "blow up" the status quo to create something entirely new. These are the people who are creating the disrupting technologies and companies. These can also be the social entrepreneurs. While some people are wired this way, for many others this can be quite unsettling. 

Many people worry about their futures in an ever changing world. "Will I be safe?" "Will I be comfortable?" "Will I still have a job?" "Will I be ok?" "I am falling further and further behind." "I am not sure I know how to navigate all of this." "This is frustrating." "This makes my head spin " "I just wish everything would slow down a bit."

This second group of people, which I suspect is the majority of people, often are nostalgic about the "good and days." They like the simplicity of Mayberry RFD or Leave it to Beaver or even American Westerns in which good and evil are simply defined and clearly recognizable. 

Some brands can win by focusing on the needs of people who long for simpler times. Give them old fashioned hospitality. Be friendly with them. Make things simple for them. Use humor. Focus on traditional values. Infuse your brand with nostalgic elements. Provide them with certainty and anchors. Present simple choices. Speak in "black and white." Use symbols that harken back to simpler times. Take on the personality of Andy Griffith or Aunt Bee. This can be a winning approach for some brands. 

Heritage and Nostalgia

Baby boomers and other older cohort groups have witnessed many changes in their lifetimes and have many fond memories, some going all the way back to their childhood. I remember summers on Black Lake with friends motoring around the lake, exploring new tributaries and claiming uninhabited islands as our own. I remember the smell of homemade bread rising in my childhood kitchen. I remember playing with my Heathkit fifty-in-one electronics kit, my chemistry set, my microscope and my magic kit. I also remember all of the pranks I used to purchase and use - fly in the ice cube, whoopee cushion, disappearing ink, fake dog poop, fake vomit, hand buzzers, exhaust pipe noisemakers and gum that turns a person's mouth black. Remember playing Monopoly or Life or Twister? Or how about Pac-Man?

Brands can tap into heritage, fond memories and nostalgia. They can trigger memories or feelings of carefree childhood, life in simpler times and the good ol' days. Coca-Cola's bottle shape harkens back to its original bottle shape. Many old fashioned candies are in great demand by some consumers - Necco Wafers, Mary Jane, candy bead necklaces, wax candy (colored syrup in a wax bottle) and PEZ. Genesee Brewery recently introduced product names and packaging that harken back to its original beer brands. 

Are there ways for your brand to tap into its heritage to create a strong sense of nostalgia?