The past year has been a pivotal one for brands of all shapes, sizes and categories—but it was especially significant for heritage brands. The pandemic brought heightened nostalgia for legacy offerings (Little Debbie, anyone?), but also new competition, as conditions gave private-label players more shelf space and the chance to force trial. In general, events shifted the wants, needs and expectations of changing consumers, calling into question what “heritage” really means.
Now, it’s time to take stock: where do heritage brands stand—and where do they go next? Watch our panel of seasoned brand-builders with five decades of combined experience, as well as business leaders from some of the most iconic brands of today, paving the path forward with fresh thinking and growth-minded strategies.
Senior Dir., Creative & Design,
The J.M. Smucker Co.
Assoc. Marketing Dir.,
Global Marketing Manager,