Relevance is a continual uphill battle for all but the most iconic brands. Even legacy brands have to make peace with it, lest they slip gradually into the void. With the rise of digital natives and new technology, historic brands must innovate to maintain their market position. This often means using emerging technologies to enhance customer experiences and streamline operations.
Today, as we continue celebrating history month, I’ll be focusing on recent history and exploring how some iconic brands have successfully reinvented themselves through the prism of digital transformation.
1. Lego
Jonathan Yates
Lego, the Danish toy company founded in 1932, faced severe financial trouble in the early 2000s. By embracing digital transformation, Lego not only revived its fortunes but also expanded its brand into new realms. They introduced Lego-themed movies and video games, partnered with popular franchises like Harry Potter and Star Wars, and used data analytics to better understand their market. This comprehensive approach turned Lego into a contemporary franchise that appeals to both children and adults.
2. McDonald's
Andreas Krasser
McDonald's, the global fast-food giant, revamped its image from being a mere fast-food joint to a health-conscious brand. This transformation involved adding healthier options to its menu and leveraging digital technology to improve customer service. The introduction of digital kiosks, a mobile app for ordering and delivery, and an AI-driven personalized customer experience have all contributed to its modernized image.
3. Starbucks
Pete Brady
Starbucks has been a pioneer in using technology to enhance customer experience. Its mobile app, which allows customers to order and pay ahead, is integrated with a loyalty program that uses AI to offer personalized product recommendations. This digital strategy has been crucial in maintaining Starbucks' leadership in the café industry, especially during the COVID-19 pandemic.
4. Apple
Alfred Wong
Apple's transformation from a niche computer company to a leader in consumer electronics is a textbook example of successful reinvention. The introduction of the iPod, iPhone, and iPad revolutionized the technology industry. By consistently innovating and expanding into new markets, Apple has maintained its status as one of the most valuable brands in the world.
5. Mattel's Barbie
Muhammad Waseem
Barbie, the iconic doll brand from Mattel, has continuously adapted to cultural shifts and technological advancements. Jakub Jakubowski, creative director at UNIT9, highlights how Barbie's recent collaboration with Gap and the use of augmented reality (AR) in Times Square exemplify the brand's modern approach.
“Mattel’s Barbie is a fantastic example of a brand that has constantly adapted over the course of its 65-year history, transforming accordingly as they make their way through the digital age. The playful aspect of the brand always makes their campaigns particularly fun and exciting for audiences. Using Augmented Reality to take over Times Square in their recent collaboration with Gap was a great way to bring Barbie into the modern day and felt perfectly on-brand for a product that is, after all, a toy: something tangible, that you can play and interact with and where the user is participating and getting involved.”
The Key to Reinvention
The common thread among these brands is their willingness to embrace change and innovate continuously. They have invested in understanding their customers better through data analytics, adopted new technologies to enhance user experience, and stayed true to their core brand values while exploring new markets.
For historic brands, the digital age presents both a challenge and an opportunity. Those that can navigate this landscape successfully will not only survive but thrive, continuing to captivate new generations of consumers.
