At Delphi we love working with all types of technology brands. Recently, however, we’ve found ourselves working on a number of super interesting briefs with well-known legacy tech brands.
Legacy, heritage and experience can sometimes be dirty words in the world of tech. With the market obsessed with the latest shiny innovations that are going to change the world. It makes sense that this is would be the focus of attention in the fast-paced, moments-based, hype-filled culture we live in.
But what of legacy? How should those brands that have been around the block (a fair few times!) build a brand, a story and a positioning that is a hat-tip to the past but gives permission to own the future? And sometimes in the face of fierce disruptor competition.
Here are a few places to start:
📕 Make legacy a foundational part of the story – not the story itself: Much of this is usually about leadership getting out of old habits. “We’ve been around for 40 years…” – changes to “we’re pioneers in…” “Our long-standing heritage” becomes “our unrivalled expertise means our customers can…”
🧖♀️ Spend time talking in-depth to leadership, partners and, most importantly, customers and prospects: If you’ve been around a while you have large senior teams, networks and most importantly a loyal customer base – talk to them. We always convince clients that qualitative research across customers is a good idea – and likeliest where you’ll find the best answers about your place in the world.
🧠 Assume a leadership stance based on experience and understanding: This is a no-brainer. Longevity framed in the right way as knowledge or wisdom is exactly what people are looking for, but it requires more work than you think to unlock it within an organisation.
♾️ Base the brand on universal truths, not passing trends: In the clamour to be ‘seen’ as an AI company today (or a SaaS company yesterday – remember that) it’s worth remembering that those companies that achieve legacy have been able to ride trends whilst staying true to a broader purpose.
🥊 Transform and transform fast: If you can’t beat’em, join’em 😊 Seriously though, the biggest challenge we see for brands trying to stay relevant is almost always a change management issue, not a marketing one. Being stuck in old ways of working, structures that don’t serve the needs of a new market, or leadership unable to make the transformation quickly enough. It’s difficult, but I’d say bring someone like Delphi in to challenge them and support the journey.
Louie St Claire
