What makes a brand “Smart Beautiful”?
Smart means they observe a clear brand strategy that is generating attractive returns. Beautiful means a visual identity that is compelling, current and aesthetically elevated. Smart Beautiful means you have a brand that delights business people and creatives, quants and poets. They are the best of both worlds.
What is a Heritage Brand?
Heritage brands have history. They are well-recognized and accepted. They have a recognized track record of executing on their original brand promise. Loyal customers feel emotional connections to heritage brands. New customers can quickly attach to the patina and power of a storied name.
Well-articulated heritage brands are known for:
Track record of performance
Long-held core values
Consistent use of brand symbols over time
Compelling history or company mythology
The 5 Trust Factors
Okay, so people trust you. Great. But now you need to protect and build that trust. How do you do it? There are many ways to build trust but ultimately it comes down to doing what you say you’re going to do. (Just like with people) But it’s good to take a look at the five factors that have been demonstrated to influence trust in brands.
Performance / Track Record
Caring / Concern (toward clients, employees, community)
The best way to protect and promote your brand is to commit to a brand strategy. This requires discipline, faith and patience but the dividends are many. Heritage brands in particular have the heart and minds to stay the course through fads, feast and famine. Read more about brand strategy here. Read more about brand strategy here.
THE BEST OF THE BEST
These enduring brands have crisp yet iconic visual identities that make us fall in love with them all over again.
1. RALPH LAUREN
FOUNDED 1967 | MADE TO BE WORN
Ralph Lauren Corporation is a global leader in the design, marketing, and distribution of premium lifestyle products in five categories, including apparel, accessories, home, fragrances, and hospitality. For more than 50 years, Ralph Lauren’s reputation and distinctive image have been consistently developed across an expanding number of products, brands, and international markets.
FOUNDED 1928 | Built Just For You, Cared For Entirely By Us
From the very beginning, the yachts from the Hinckley yard were kept to the highest standards. Henry was not satisfied with many off-the-shelf parts and soon the yachts from Hinckley came to feature custom designed and fabricated hardware such as stanchions, chocks, pulpits and masts. This attention to detail made these yachts distinctive and, in time, they would earn the collective admiration of sailors and yachtsmen around the world.
3. JOHN DEERE
FOUNDED 1837 | Nothing Runs Like a Deere
Deere & Company is a world leader in providing advanced products and services and is committed to the success of customers whose work is linked to the land—those who cultivate, harvest, transform, enrich, and build upon the land to meet the world’s dramatically increasing need for food, fuel, shelter, and infrastructure. Since 1837, John Deere has delivered innovative products of superior quality built on a tradition of integrity.
4. SALVATORE FERRAGAMO
FOUNDED 1927 | High fashion and comfort are inseparable
Suggesting a way of being, as atmospheric and joyous as possible, proposing values instead of merely placing products. Salvatore Ferragamo continues embracing the diversities and complexities of the contemporary world. In doing so, it heralds with renewed dedication, the crafty inventiveness and inclusive spirit that have been there right from the beginning.
FOUNDED 1847 | Never copy, always create
Cartier, whose name is synonymous with open-mindedness and curiosity, sees beauty in everything. Creativity, freedom, sharing and excellence are all central to its values. This vision enables a creative territory that is shaped around a unique style. From jewelry and fine jewelry to watchmaking and perfumes: Cartier’s creations symbolize the fusion of exceptional savoir-faire and timelessness.
FOUNDED 1766 | extraordinary art, unparalleled service, expertise & global reach
Christie’s is a name and place that speaks of extraordinary art, unparalleled service, expertise and global reach. Founded in 1766 by James Christie, Christie's has since conducted the greatest and most celebrated auctions through the centuries providing a popular showcase for the unique and the beautiful.
FOUNDED 1947 | Only those who dare, truly live
Our story officially begins in 1947 when the first car built under the Ferrari marque, the 125 S, drove through the historic factory gates on Via Abetone Inferiore in Maranello. That said, Ferrari’s origins are inextricably linked to its founder’s entire life story. Born in Modena on February 18 1898, Enzo Ferrari passed away on August 14 1988, having devoted his entire life to motor racing. He became an Alfa Romeo works driver in 1924 but just five years later set up the Scuderia Ferrari at Viale Trieste in Modena to allow its mostly gentleman driver members compete.
FOUNDED 1993 | Performance Is In Our Sole
Ariat is committed to building a different breed of company, one that reflects our core values as a team and those of our consumers. Our company values have shaped our success since 1993 – a commitment to innovation, quality, integrity, teamwork and respect. We believe our values are what set us apart and have helped build Ariat into the one of the top Equestrian, Outdoor and Work brands in the world. Product quality is non-negotiable, and so is our collaborative culture and giving back to the communities we serve.
FOUNDED 1852 | We sleep. Do you?
Hästens has a rich history running back through six generations—from our roots as master saddlers to Hästens appointment as Royal Purveyors, and the Spirit of Excellence that drives us forward into the future. The journey to where we are now is one filled with passion, skill and the pursuit of making the best handcrafted beds in the world.
10. SEE’S CANDY
FOUNDED 1921 | Quality Without Compromise
See's Candies has been making quality chocolate and candy Mary See's way for over 95 years. From the beginning, Mary took pride in her recipes and insisted on only the finest, freshest ingredients. See's has expanded from one chocolate shop to over 200 shops across America and a flourishing online store.
FOUNDED 1932 | The #1 ball in golf
The Titleist success story began one Sunday in 1930, when Phil Young missed a well-stroked putt in a match with his friend, who was head of the x-ray department at a local hospital. Convinced that the ball itself was at fault, Young and his opponent went to the hospital, x-rayed the golf ball in question and found that its core was off-center. It took Young and Bommer three years to perfect the first Titleist golf ball, but when it was ready in 1935, it could truthfully be introduced to club professionals and golfers as the best ball ever made.
12. WALL STREET JOURNAL
FOUNDED 1889 | The daily diary of the American dream
The most ambitious people in the world read The Wall Street Journal. Winner of 37 Pulitzer Prizes for outstanding journalism, the Journal includes coverage of U.S. and world news, politics, arts, culture, lifestyle, sports, health and more. It’s a critical resource of curated content in print, online and mobile apps, complete with breaking news streams, interactive features, video, online columns and blogs.