THE MEDINGE GROUP

INNOVATION VS NOSTALGIASergei MitrofanovOriol Iglesias

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INNOVATION

How to innovate?

Looking ahead

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Source: ESADE Brand Institute

SALES

TIME

Line extension

Core productbase line

Minor product base line

Effects of cosmetic innovation

ROI

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ENOUGH

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NOSTALGIA

NOSTALGIA

Looking back

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NOSTALGIA

CONSUMERS BRANDS

CONSUMERS AND NOSTALGIA

Personal nostalgia

Communal nostalgiaSource: Brown et al. (2003) Journal of Marketing

CONSUMERS AND NOSTALGIA

20th Century

Individual

Owning

Hyper consumption

Advertising power

21st Century

Community

Sharing

Constientious consumption

Collective wisdom

CONSUMERS AND NOSTALGIA

21st Century

Community

Sharing

Constientious consumption

Collective wisdom

Tribalism

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There is a gowing desire to find purpose and an authentic story behing what we buy.

CONSUMERS AND NOSTALGIA

1960s

2000s

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Historyand Story

HumanRelationships

TraceabilityTransparencyAuthenticity

PURPOSE

NOSTALGIA

BRANDS AND NOSTALGIA

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During times of economic uncertainty, consumers lap up nostalgic brands.

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There is a gowing desire to find purpose and an authentic story behing what we buy.

CONSUMERS AND NOSTALGIA

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GENERATION-Y & NOSTALGIA

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VINTAGE AND NOSTALGIA

BRANDS AND NOSTALGIA

Rediscover identity and core valuesMake it personal Foster community

Reinterpret historyand build story

Provide evidencePURPOSE

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INNOVATION VS NOSTALGIA

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INNOVATION VS NOSTALGIA

Time to discuss both.