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‘Brand heritage’ has become a hot topic in the private sector, describing a range of activities which connect a company with its past in order to increase its competitiveness and prosperity in the future.
In this article, we will have a look at what brand heritage is and how labels can enhance its value for different types of businesses.
Let’s start with defining a label.
A label is a piece of paper, plastic film, cloth, metal, or other material affixed to a container or product, on which is written or printed information or symbols about the product or item. Also, information printed directly on a container or article can also be considered labelling.
Packaging may have labelling attached to or integral with the package. These may carry pricing, barcodes, UPC identification, usage guidance, addresses, advertising, recipes, and so on. They also may be used to help resist or indicate tampering or pilferage.
At the centre of using a label, is the portrayal of brand heritage. This comes in many uses, including providing information on a product’s origin, the manufacturer (e.g., brand name), use, shelf-life and disposal, some or all of which may be governed by legislation such as South African Food Labelling Regulations.
It used to be that we all looked for brands we knew and trusted based on what they had come to mean over the years – brands that had been around for generations. Ones we could count on. Steady-as-a-rock permanence. This was a guarantee of quality, of integrity, of service and expertise built up over decades of experience.
Now, Apple, PayPal and Amazon have heritage. We live in a world where what once took 200 years to earn now takes less than 20.
What does this mean for brands with long histories?
Old brands can look, well, old. Which means irrelevant, boring, but with smart, modern and effective labelling, old brands can use their history to spark tomorrows success.
If old brands use best quality labels fused with modern technology to portray heritage they will actually have an advantage compared to new brands. Loyalty based on history is the best way to keep your brand alive for years to come, but so is gaining new customers.
In order to get these new age customers, old brands can still keep their old products but change to modern labelling and packaging technology. If possible, they need to work with labels and packaging companies that have a great brand heritage themselves and have proven to embrace the new age technology. A company that can still provide a well-printed label while providing the brand with an option to enhance that label with cutting-edge digital technology that bridges the gap between print and digital, such embedding HP invisible Link Technology, image recognition technology or Mosaic technology on a label.
This way old brands stand more than a chance to survive in this digital age.