Consumer Trends

Speed Summary – Brand Heritage is Dead, Long Live ‘Heritage Heresy’

Latest report from consumer trend specialists Trendwatching on ‘Heritage Heresy‘ – the rising numbers of consumers who embrace brands that play with, subvert and even explode their own heritage…

  • Moet & Chandon, the LVMH brand with bottles of luxury heritage, is now selling champagne in vending machines, and branding bubbly not only from the champagne region, but also India. Sacrilege!
  • Or take low cost airlines, like Flydubai, now offering business class…
  • Or Hermes, the quintessential classic French fashion brand, now selling Shanghai fashion
  • How about Versace, moving from high-end fashion to street fashion with artist M.I.A
  • Or hotel brands, such as Marriott, now becoming ‘hot desking‘ brands
  • Or Pantene shampoo, moving from glamor to shake up workplace sexism

You get the point.  Brands are busting out of brand onions, brand keys and other brand straight jackets, and doing it different.  You could get all Wittgensteinain about it; there’s no such thing as an essence – brand essence, Platonic essence – or otherwise.  But that’d destroy the fun – brands are becoming more playful, less serious about themselves, and liberating themselves from the past.  Cool.

Download the full Heritage Heresy report here.



Chartered psychologist specialising in consumer behaviour, wellbeing and technology. Certified CX professional experienced in Design Thinking. A researcher, writer and speaker, Paul is head of Digital Insight at SYZYGY.

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