They have a particularly good effect on people who are under stress, in a changing environment. Positive memories of moments from youth, childhood, and even what is known only from the stories of elders, generate a wave of pleasant emotions. If you associate positive emotions with a specific company, this will not only increase the chances of buying its products, but also contribute to strengthening its image.
Scientists appeal to the terms "nostalgic marketing" and "retro-marketing". For example, D. Hallegate and F. Marticott even suggested distinguishing between types of retro-marketing according to how and for slovenia telegram database what it is used. Retroversion is when a new brand associates itself with products and brands from the past; Brand revival is the rehabilitation of a brand that has ceased to exist; Retro branding is the use of a brand's own history as a tool to create associations with the past in consumers.
These techniques are based on an attempt not only to evoke positive emotions in the consumer, but also to create trust in the brand to quickly make a purchase decision. Moving from the area of classification to practice, it should be noted that nostalgia is currently used by brands mainly in two ways: either communications and advertising that use direct associations with the past, or the creation of replicas and remakes of goods that are no longer produced.
A classic example of using the past in communications is Coca-Cola advertising campaigns. These include New Year's trucks and retro pin-up beauties on advertising posters. It is not uncommon to see entire collections of such real and fan-generated advertising. Replicas and remakes are also created by many companies in different segments.
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