Retro Customer Experience
From the New Beetle, to Star Trek, we’re consuming retro brands en masse.
Retro brands leverage what we think we know. Not Woodstock or Captain James T. Kirk, but what they represent: fond memories.
Retro brands work best when their brand story remains intact. Researchers have shown that what we like about retro is paradoxical authenticity [1]. Simultaneously new and old, complex and simple, digitally re-mastered surround sound and boldly going where no man has gone before.
What makes the daisy-in-dashboard genius is its ability to mobilize fond memories of the Beetle's heritage.
This link between the driving experience and the collective retro experience (1960s) is an important factor in ever-changing brand conversations. Often brand meaning is described as the interplay between operations and marketing. What about the customer experience?
Retro brands highlight the importance of the experience to brand loyalty in a way new brands can’t. New(er) brands often try to create trust and loyalty. Retro brands focus on recreating an experience.
[1] Brown, S., Kozinets, R. V., Sherry Jr., J. F. (2003). Teaching Old Brands New Tricks: Retro Branding and the Revival of Brand Meaning. The Journal of Marketing(67), 19-33.
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