Invented Heritage Brands vs “True” Heritage Brands: The Strategy

In the episode 10 of the Business of Aspiration, I spoke with Giana Eckhardt, Professor of Marketing at Royal Halloway University of London. Giana has written extensively about sharing economy, modern luxury, brand storytelling, and the new dynamics of status and distinction. We talked about authenticity of invented heritage versus “true” heritage through examples of Ralph Lauren, Shinola, Stella Artois, Hermes and Chanel, and we called out key branding moments for each. Check out Giana’s work here and watch our conversation below.