How to evolve legacy brands without a Jaguar-style backlash [Video]

At The Drum’s Predictions event, CMOs at The AA, Currys, Unilever and Lipton Teas shared the challenges of marketing a heritage brand.

As the chief marketer of a legacy brand, the job is fighting to stay relevant without annoying your core customer, says Will Harrison, group marketing director at The AA. He sums up the challenge: “You’ve got to be doing something right to be called a legacy brand, but the challenge is how to remain relevant.”