Fourth Marketing-Dialog: the Retro Wave Is Rolling
The retro wave is rolling, and brand managers need to check
whether they can take advantage of it - for supposedly passé
or current brands. This was what Hans-Georg Böcher, Director
of the German Packaging Museum in Heidelberg, recommended to the
roughly 200 persons who attended the fourth Marketing-Dialog in the
Print Media Academy in Heidelberg on April 20, 2006.
Looking back in time - with nostalgia, not anger - is in vogue in the branding world. Hans-Georg Böcher sees the causes of this obsession in a social phenomenon: "There is a shadow over Germany," he said, and went on to describe the widespread, diffuse feeling that things can only get worse. Pessimism is especially rampant in Germany, he said, and finds expression, for example, in films such as "The Edukators" (called "The Good Years Are Over" in German). In actual fact, things are not rosy for many people. So it makes perfect sense that they should want to recall better times and experiences.
Looking back in time - with nostalgia, not anger - is in vogue in the branding world. Hans-Georg Böcher sees the causes of this obsession in a social phenomenon: "There is a shadow over Germany," he said, and went on to describe the widespread, diffuse feeling that things can only get worse. Pessimism is especially rampant in Germany, he said, and finds expression, for example, in films such as "The Edukators" (called "The Good Years Are Over" in German). In actual fact, things are not rosy for many people. So it makes perfect sense that they should want to recall better times and experiences.
"The retro wave is the result of the social phenomenon of
people wanting to hedge their positions by harking back to the
past," said Böcher. "And good memories are often
linked to experiences with certain brands." This, he said, is
also why brand strategists have succeeded in reviving seemingly
"dead" brands. The examples include ABBA and Marvel
Comics, which are now once again "in", just like the VW
Beetle, MiniCooper, AfriCola and Ahoj Sherbet powders and sweets.
There are now even whole retro product categories: for example, in shirts, TV sets and wallpapers. "These products communicate a certain feeling about life and signal a longing for a life beyond Hartz IV," explained Böcher, slipping in a reference to the hotly disputed labor reforms introduced in Germany in 2005, which reduced unemployment and other benefits. Purchasing certain products pays homage to an allegedly better past. The visual elements used in many retro branding strategies take advantage of this: the colors can, for example, evoke memories of the hippy era. Orange in particular is experiencing a renaissance in logos and as a product color. By way of example, Böcher mentioned BIFI salami and Boss perfumes: "In connection with the retro wave, orange has stopped being a warning color and become trendy."
There are now even whole retro product categories: for example, in shirts, TV sets and wallpapers. "These products communicate a certain feeling about life and signal a longing for a life beyond Hartz IV," explained Böcher, slipping in a reference to the hotly disputed labor reforms introduced in Germany in 2005, which reduced unemployment and other benefits. Purchasing certain products pays homage to an allegedly better past. The visual elements used in many retro branding strategies take advantage of this: the colors can, for example, evoke memories of the hippy era. Orange in particular is experiencing a renaissance in logos and as a product color. By way of example, Böcher mentioned BIFI salami and Boss perfumes: "In connection with the retro wave, orange has stopped being a warning color and become trendy."
Branding in the context of the retro wave
In Böcher's opinion, the retro trend is developing on two levels: first, the reawakening of formerly successful brands, second, the use of retro principles and motifs for current and new brands. For example, Apple is using a silhouette-like retro graphic consisting almost entirely of one color to drive and market its Ipod brand. "You can also charge high-tech products with retro," said Böcher. The Apple brand is being associated with good memories, both visually and by using selected well-known jazz tunes in the advertising; this makes it more likable. Generally speaking, stated Böcher, retro "beats an emotional trail to the consumer" by setting itself apart in terms of information content and feelings.
Böcher advised his marketing and branding colleagues to investigate the retro wave and see how it might support their own branding and sales efforts. Ignoring the retro wave and its opportunities, he explained, could amount to jeopardizing their brands or at least failing to exploit potentials for consolidating them. As a negative example, Böcher mentioned the AEG brand of household appliances: "This brand has failed to tap into the extremely good memories of users, relying for too long on projecting a high-tech image."
Nostalgia versus retro
During the discussion that followed his talk, Böcher drew a line between the general nostalgic trend and the current retro wave, saying that the former concentrates on old, proven things, leaving them as they were. In contrast, retro involves changing the perception of a project, activating and enhancing its image. There are therefore still opportunities for those who dare. But in Böcher's opinion, they shouldn't wait much longer: "Now is the time to make something again of former top brands," citing Libella as an example of a brand that is still waiting for its comeback.
Contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg, Germany
Tel.: +49 (0)6221 92 24 01
Fax: +49 (0)6221 92 49 29
E-mail: pma-info@heidelberg.com
In Böcher's opinion, the retro trend is developing on two levels: first, the reawakening of formerly successful brands, second, the use of retro principles and motifs for current and new brands. For example, Apple is using a silhouette-like retro graphic consisting almost entirely of one color to drive and market its Ipod brand. "You can also charge high-tech products with retro," said Böcher. The Apple brand is being associated with good memories, both visually and by using selected well-known jazz tunes in the advertising; this makes it more likable. Generally speaking, stated Böcher, retro "beats an emotional trail to the consumer" by setting itself apart in terms of information content and feelings.
Böcher advised his marketing and branding colleagues to investigate the retro wave and see how it might support their own branding and sales efforts. Ignoring the retro wave and its opportunities, he explained, could amount to jeopardizing their brands or at least failing to exploit potentials for consolidating them. As a negative example, Böcher mentioned the AEG brand of household appliances: "This brand has failed to tap into the extremely good memories of users, relying for too long on projecting a high-tech image."
Nostalgia versus retro
During the discussion that followed his talk, Böcher drew a line between the general nostalgic trend and the current retro wave, saying that the former concentrates on old, proven things, leaving them as they were. In contrast, retro involves changing the perception of a project, activating and enhancing its image. There are therefore still opportunities for those who dare. But in Böcher's opinion, they shouldn't wait much longer: "Now is the time to make something again of former top brands," citing Libella as an example of a brand that is still waiting for its comeback.
Contact:
Heidelberger Druckmaschinen AG
Print Media Academy
Kurfürsten-Anlage 52-60
69115 Heidelberg, Germany
Tel.: +49 (0)6221 92 24 01
Fax: +49 (0)6221 92 49 29
E-mail: pma-info@heidelberg.com
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