What it takes for brands to stand the test of time By Lindsey Kin My colleagues and I enjoy reminiscing about the good’ol days of Diaper Babies, Polly in my Pocket, Wilson’s toffees, Lego and Fresca. Some of the brands we talk about have stood the test of time, while others like Spice Girl platform takkies and Jelly Shoes (that made your feet smell like plastic), lasted a mere season. (And, before you ask, yes, ours is an office mostly populated by women.) “Despite massive shifts in consumer attitudes, changing environments and the rapid swing of marketing from print to ... online, there will always be a handful of brands that have persisted unchanged while navigating through years of mind-altering trends, countless wars and recessions and yet still have the ability to connect deeply with consumers many years down the line,” says Stuart Innell, brand strategist at Boomtown. “Brands that have stood the test of time can attest to having certain characteristics, which through the years have become the key indicators of their sustainability. [These include characteristics] such as vision, diversity and a stubborn passion for their promise to customers.” COUP●JANUARY●2012●22