With shifting behavioral and online purchase patterns, courting customers is becoming a game of chess – or throwns. Here's how one heritage brand is playing.

Cultural relevancy to a brand’s customer base is challenging as the consumer trend of multi-brand loyalty continues its upswing with the advent of omni-channel retail. For heritage brands, this is especially challenging. It’s one that Original Penguin faced in 2013. In order to address it, newly appointed vice president of marketing, James Ha, decided to start from the ground up.

What are the foundational elements of crafting a global brand strategy for a heritage brand?

For a heritage brand, it’s always a little more complex as you have to really consider the history of the brand and allow your strategy to celebrate what was done in the past, while allowing the brand to move forward and shift to better suit cultural relevance for today’s marketplace and consumers.

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