Inherited tradition, craftsmanship and knowledge are all elements of incalculable value for a brand, and key differentiating factors in a globalised world in which people are increasingly rejecting large-scale consumer patterns.
Brands with family DNA connect consumers to a time when all production processes were still transparent, and when quality and durability took precedence over short-lived trends.
However, to capitalise on these values, the brand has to strip them of any burden, and translate them into contemporary contexts and codes. This is not just a communication job. The brand, from within its own structure and business design, must transform itself, find its own space in the present and redefine its value by updating its products and channels. It must do this at the same time as projecting its future growth to new consumers and new consumption models.