Five things heritage brands can learn from Start-ups about Visibility and Reputation
Whether you're a global player or a small, local heritage site, brand is what people say about you when you're not in the room.
It is, at the end of the day, all about reputation.
But reputation is a big word. It implies expertise, a certain degree of authority. Of knowing what you're doing.
But first and foremost, it implies experience. To have a reputation suggests that you've done a certain thing for a certain amount of time in a certain way. Those that have experience are better off, because they've been around longer. They have put in the time and a reputation has been built. The longer the legacy the more reputable. After all, companies that can add 'Est. 1967" to their tagline MUST be doing superior work. We like to buy into this kind of thinking.
But what then about al...
