Allstate was founded during the Great Depression and survived. Post Shredded Wheat can trace its roots back to 1892. Lowe's has been around for over 60 years. The question is, do consumers care?
The above brands and others have fallen back on touting their longevity in an attempt to give them an air of stability in a period where consumers are questioning the survival prospects of a wide variety of brands and retail banners.
"It's not going to have an effect on consumers making a purchase decision, but in these times, you want to put your best face forward as people look at companies that are going out of business," Walter Guarino, a marketing professor at Seton Hall University, told USA Today. "It's image building. My guess is you will see more of it."
Not everyone is sure that recounting a brand's history is the right story even with the uncertainty that many consumers are feeling.
Robert Pasikoff, president of Brand Keys, told USA Today, "People are looking for things that are up to date. There's no good way to say, 'We've been doing this for 150 years.' Heritage is fine, but people are not buying Coach because it is old."
Discussion Questions: What are your thoughts on the effectiveness (or not) of ads that discuss a brand's heritage? Are there particular ads that you can point to that demonstrate your point?