News Summary

• Oasis, Burberry, Lidl and Martin Guitar have all used nostalgia to their advantage.
• But tapping into nostalgia is a fine line for brands to walk.
• It might offer a short-term boost (as in the case of the Britpop summer); however, it’s not necessarily a long-term strategy.
• To stay current, brands need to keep their eyes on the future and to adapt, to pivot, to find ways of staying relevant.
• The red thread that runs between the brands that have failed is often their failure to adapt to evolving customer needs.