Nostalgia in Branding


To gain insights into the impact of nostalgia in branding and how brand logos affect the brain. The information will be used to inform a rebranding strategy.

Early Findings

  • According to Alan R. Hirsch, "nostalgia is considered a yearning for an idealized past – a longing for a sanitized impression of the past, what in psychoanalysis is referred to as a screen memory – not a true recreation of the past, but rather a combination of many different memories, all integrated together, and in the process all negative emotions filtered out."
  • According to market experts, the power of nostalgia in branding cannot be underrated. Nostalgia can resuscitate a dying brand or strengthen a thriving favorite.
  • Some notable examples of companies that are leveraging nostalgia include Nokia, Disney, and Kodak.
  • Nostalgia in branding is essential as it captures the audience's attention by invoking memories and famous moments.
  • Nostalgia marketing also works best to generate more social media traffic.
  • The effectiveness of nostalgia in branding also stems from the fact that it makes promotions, advertisements, and campaigns appear more authentic to the audience. As a result, such kinds of marketing are often received positively.
  • Some of the strategies to employ to recapture the audience's hearts include short-term campaigns, crowd-pleasers, emotional storytelling, and reliance on established brand equity.
  • Logos designs, especially their shapes, are an essential part of a brand's identity. This is simply because the human brain is hard-wired to memorize and assign meaning to things.
  • As simple as it looks, using a square instead of a circle could be enough to change the way the intended audience thinks and feels about your brand.
  • About 20% of the world's most iconic brands (such as NASA, Olympic rings, etc.), use circles in their logo designs. They are thought to convey positive and emotional messages, unity and commitment and strengths and steadiness

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