Brands that want to remain relevant across multiple generations of consumers must adapt and build their cultural capital, says branding agency Principals’ Mary Winter.

It is only natural for children to move away from their parent’s tastes and styles; they need to form an original identity and make their independent way in the world.

For example, when young people embrace nostalgia through vintage themes, they typically dignify the era of their grandparents but never the era they grew up in because that was the taste of their parents.

Miraculously, some brands still survive over time and rise above all this to live on from one generation to the other.

Despite human nature, what makes for this amazing cross-generational survival?

Read the full article on WARC.