Every brand that's been around for a decade or so has the potential to excavate its past. I recently reviewed some amazing TV commercials for one of the world's largest insurance companies. It wanted to build its brand authenticity and strengthen consumer trust. I recommended the company rerun those commercials. They were more than 30 years old, but when focus groups watched them many interviewees wept with happiness. The ads' soundtracks and images recalled positive childhood associations and evoked trust-packed emotions from the past.
. . .
Brand archaeology is all about not throwing the baby out with the bath water. Identify good stuff from the past, but avoid rebuilding parts that are still there, hidden under dust.
Just posted for the references. And there's a bit about being able to distinguish a Coke bottle from a single shard which is so analogous it's scary. Though I for one would really like to know what insurance company he's talking about. . . . .