Brand heritage or brand baggage?

Moët-Chandon-Selfridges-Vending-Machine-e1384823292942

Here is a new report from Trendwatching.com.  The focus is heritage brands.

A brand’s heritage, of course, can carry a tremendous amount of positive equity.  The flip side of heritage is that it may be stodgy or irrelevant and thus hamstring the brand's marketing efforts.

This report deals with the latter case, and provides some examples of how some heritage brands have broken  conventions and (slightly) reinvented themselves to reach a new pool of consumers.  (Pictured above: Moet & Chandon selling pricy champagne in vending machines)