Instead of limiting the future of a brand, heritage can be leveraged to support innovation and reinvention, says brand strategist Tim Riches in this guest post.

Many of the businesses we work with are attempting to reinvigorate long-established brands to become famous for selling new things.

Often this revolves around the question of heritage – the ‘story so far’ that has accumulated around the brand. Once an unambiguous brand asset, many companies have come to have a more ambivalent view for a couple of reasons.

One is the emergence of big brands with no history. Brands that come out of nowhere to grow and succeed quickly represent the core of the disruptive technology narrative.

Read the full article at Mumbrella.