{"id":12107,"date":"2025-04-03T17:05:22","date_gmt":"2025-04-03T21:05:22","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2025\/04\/03\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/"},"modified":"2026-05-07T18:15:50","modified_gmt":"2026-05-07T22:15:50","slug":"lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/","title":{"rendered":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Staying relevant is no small feat\u2014especially for globally recognized and beloved brands. How do legacy brands evolve while staying true to their roots? How do they engage new audiences without alienating loyal customers. How do storied brands like Nokia, Channel 4 and HSBC transform?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Staying relevant is no small feat\u2014especially for globally recognized and beloved brands. How do legacy brands evolve while staying true to their roots? How do they engage new audiences without alienating loyal customers. How do storied brands like Nokia, Channel 4 and HSBC transform?<\/p>\n","protected":false},"author":7,"featured_media":12108,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[46,3],"topics":[2],"class_list":["post-12107","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-aweurope-2025-sessions","tag-brands-marketers","topics-editorial"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.0 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant\" \/>\n<meta property=\"og:description\" content=\"Staying relevant is no small feat\u2014especially for globally recognized and beloved brands. How do legacy brands evolve while staying true to their roots? How do they engage new audiences without alienating loyal customers. How do storied brands like Nokia, Channel 4 and HSBC transform?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/\" \/>\n<meta property=\"og:site_name\" content=\"AW360\" \/>\n<meta property=\"article:published_time\" content=\"2025-04-03T21:05:22+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-05-07T22:15:50+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1280\" \/>\n\t<meta property=\"og:image:height\" content=\"596\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Advertising Week\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Advertising Week\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/\"},\"author\":{\"name\":\"Advertising Week\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\"},\"headline\":\"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant\",\"datePublished\":\"2025-04-03T21:05:22+00:00\",\"dateModified\":\"2026-05-07T22:15:50+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/\"},\"wordCount\":57,\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-2.06.30-PM.png\",\"keywords\":[\"AWEurope 2025 Sessions\",\"Brands + Marketers\"],\"articleSection\":[\"News\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/\",\"name\":\"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant | AW360\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-2.06.30-PM.png\",\"datePublished\":\"2025-04-03T21:05:22+00:00\",\"dateModified\":\"2026-05-07T22:15:50+00:00\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#primaryimage\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-2.06.30-PM.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/05\\\/Screenshot-2026-05-03-at-2.06.30-PM.png\",\"width\":1280,\"height\":596},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/news\\\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\\\/12107\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#website\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"name\":\"AW360\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#organization\",\"name\":\"AW360\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\",\"url\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"contentUrl\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/wp-content\\\/uploads\\\/sites\\\/3\\\/2026\\\/07\\\/AW360_Logo_2023_FullColor.png\",\"width\":1906,\"height\":849,\"caption\":\"AW360\"},\"image\":{\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/logo\\\/image\\\/\"}},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/advertisingweek.com\\\/aw360\\\/#\\\/schema\\\/person\\\/ae698b8b96e141836006836db70d9e69\",\"name\":\"Advertising Week\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g\",\"caption\":\"Advertising Week\"},\"sameAs\":[\"https:\\\/\\\/advertisingweek.com\"]}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant | AW360","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/","og_locale":"en_US","og_type":"article","og_title":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant","og_description":"Staying relevant is no small feat\u2014especially for globally recognized and beloved brands. How do legacy brands evolve while staying true to their roots? How do they engage new audiences without alienating loyal customers. How do storied brands like Nokia, Channel 4 and HSBC transform?","og_url":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/","og_site_name":"AW360","article_published_time":"2025-04-03T21:05:22+00:00","article_modified_time":"2026-05-07T22:15:50+00:00","og_image":[{"width":1280,"height":596,"url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png","type":"image\/png"}],"author":"Advertising Week","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Advertising Week"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#article","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/"},"author":{"name":"Advertising Week","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69"},"headline":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant","datePublished":"2025-04-03T21:05:22+00:00","dateModified":"2026-05-07T22:15:50+00:00","mainEntityOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/"},"wordCount":57,"publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png","keywords":["AWEurope 2025 Sessions","Brands + Marketers"],"articleSection":["News"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/","url":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/","name":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant | AW360","isPartOf":{"@id":"https:\/\/advertisingweek.com\/aw360\/#website"},"primaryImageOfPage":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#primaryimage"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#primaryimage"},"thumbnailUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png","datePublished":"2025-04-03T21:05:22+00:00","dateModified":"2026-05-07T22:15:50+00:00","breadcrumb":{"@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#primaryimage","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/05\/Screenshot-2026-05-03-at-2.06.30-PM.png","width":1280,"height":596},{"@type":"BreadcrumbList","@id":"https:\/\/advertisingweek.com\/aw360\/news\/lessons-and-battle-scars-what-it-takes-to-keep-a-legacy-brand-relevant\/12107\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/advertisingweek.com\/aw360\/"},{"@type":"ListItem","position":2,"name":"Lessons and Battle Scars: What It Takes to Keep a Legacy Brand Relevant"}]},{"@type":"WebSite","@id":"https:\/\/advertisingweek.com\/aw360\/#website","url":"https:\/\/advertisingweek.com\/aw360\/","name":"AW360","description":"","publisher":{"@id":"https:\/\/advertisingweek.com\/aw360\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/advertisingweek.com\/aw360\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/advertisingweek.com\/aw360\/#organization","name":"AW360","url":"https:\/\/advertisingweek.com\/aw360\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/","url":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","contentUrl":"https:\/\/advertisingweek.com\/aw360\/wp-content\/uploads\/sites\/3\/2026\/07\/AW360_Logo_2023_FullColor.png","width":1906,"height":849,"caption":"AW360"},"image":{"@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/advertisingweek.com\/aw360\/#\/schema\/person\/ae698b8b96e141836006836db70d9e69","name":"Advertising Week","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/3136b4a05c15e5dac7e877b1998ec3e252a59b6da6e4b471522d944c91b71940?s=96&d=mm&r=g","caption":"Advertising Week"},"sameAs":["https:\/\/advertisingweek.com"]}]}},"_links":{"self":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12107","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/comments?post=12107"}],"version-history":[{"count":1,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12107\/revisions"}],"predecessor-version":[{"id":17892,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/posts\/12107\/revisions\/17892"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media\/12108"}],"wp:attachment":[{"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/media?parent=12107"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/categories?post=12107"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/tags?post=12107"},{"taxonomy":"topics","embeddable":true,"href":"https:\/\/advertisingweek.com\/aw360\/wp-json\/wp\/v2\/topics?post=12107"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}