Was any time in the past better? When we look back, our brain applies a great positive filter, creating almost perfect memories. An emotion that, as various psychologists and studies claim, makes us much more empathetic and social beings. That is why the power of nostalgia in branding is so great. If we know how to create a brand with a good dose of nostalgia, we will be connecting with an audience willing to pay more to feel better.
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How does nostalgia work in branding?
Nostalgia after times of crisis
How does nostalgia work in branding?
Telefónica recently presented a new corporate identity . Far from being something new and sophisticated, the company rescued the logo introduced in 1984 and gave it a new life. There are more recent examples. Burger King also looked back to redesign its new brand image. Why do they do this? We are dealing with companies with a common denominator: they have a great history and tradition. They know that by giving a new life to their logos they are reactivating positive memories with the consumer.
But you don't have to be a company with a long history to appeal to the power of nostalgia in branding. At Uzink we incorporate this ingredient in many of the new brand projects we carry out because we korea phone number sms know that it offers very positive results. We work on nostalgia at the design level using icons, fonts and resources inspired by vintage. We also do it when we define strategic positioning, alluding to timeless values connected to the past of our target. And we can continue to work on it in storytelling by building a story that reactivates emotions and memories.
Nostalgia after times of crisis
A personal crisis situation can be the cause of an outbreak of nostalgia. When the crisis occurs at a global level, whether due to an economic, political or social situation, the feeling of nostalgia becomes widespread. We are right in that moment. The population, still immersed in the pandemic crisis, looks to the past looking for memories that comfort them because of what they imply in terms of security and happiness.
We can look at more examples to illustrate the power of nostalgia in branding. Disney may be one of the giants that does it best. In the words of Wijnand van Tilburg, a nostalgia expert at King's College of London, people tend to enjoy feeling nostalgic. This explains why a good number of the films created are remakes.
We like to think that any future time will be better. But perhaps to do so, at least in branding, we have to appeal to our beloved past. Would you like to know more about the power of nostalgia?