Modernizing Heritage Brands – Without Losing Their Legacy

One of the biggest challenges companies face is how to maintain their heritage while adapting to changing consumer preferences.

The task can be even more daunting for legacy brands that on the one hand have built their reputations on their brand or company history. But on the other, need to compete with newer brands that feel more modern.

Establishing that critical but delicate balance requires the skills of a branding master.

Today we are joined by Michael Koenig, a brand expert with two decades of experience leading transformations at companies like Bang & Olufsen, Georg Jensen, Wedgwood, Waterford, Royal Copenhagen and Moomin through shifts in product direction, brand positioning and operating model design.

Today he runs his own agency helping leadership teams use their heritage as a strategic advantage. His work focuses on making legacy brands culturally relevant again, simplifying their portfolios and enabling them to deliver at speed.

I can’t wait to sit down with Michael and find out what he did to give these legendary brands a modern makeover – without losing the essence of what makes them unique.