Motorsports Marketing and Sponsorship Activation Blog

Activating Your Brand's Heritage

5/14/19 10:22 AM

Your brand's heritage is an invaluable asset that your marketing team already has access to. Thinking back to the beginning of your brand, this journey will illustrate all that you have done, created and produced over years of building. Your past is storytelling that no other competitor can duplicate and that no amount of money can purchase. 

The last weekend in May brings together some of the most impressive brands on the world's most impressive stage for live events. In one day, you will have the 103rd Running of the Indianapolis 500, the 90th running of the Monaco Grand Prix and a celebration of 60 years of racing at Charlotte Motor Speedway. We expect to see a massive celebration of heritage in different forms throughout the weekend.

Engage more than one generation

We have seen that heritage themes resonate with old and young customers alike. With an older customer demographic, heritage brings back memories that harken to the "good ‘ol days." They can identify with a heritage theme that brings to mind an earlier life.

With younger generations, it showcases throwback or historical design that is different from the ordinary and offers additional elements of trust compared to new brands with no real track record. Your brand's story is one of the few things that can bring together different generations and engage them in different ways. A DigSite research study found that brand heritage is in fact especially important for Millennials. Tell your story and use it to establish a relationship, because Millennials have a harder time trusting a brand they don't know much about.

Additionally, Advertising Week wrote:

The brand is the message, and more often than not, if it is a brand with a history, there is an opportunity to convey it in a way that is naturally more powerful in the eyes of Millennials. If brands can credibly evoke images of the past – because whether it was ten or fifty years ago, these newly minted adults seem to find security and comfort in that sense of authenticity.

If you are a startup that doesn't have a massive length of time to pull content from, sponsorship can associate your brand with history that brings the traditional together with the cutting-edge. This video illustrates over 100 years of equity that IndyCar has built. Sponsorship gives you near-instant access to that heritage if you activate your assets strategically. 

Activate your brand's story

We've put together a couple of great places to start looking for some rich content around your brand's history. Larger brands may even have an archive you can tap into, but a few Google searches of vintage branding will do just fine.

  1. What specific successes and what challenges has your brand faced?
  2. What partners and relationships has your brand been part of?
  3. What are some key decisions and directional changes through the years?

We believe in what we share, so check out a little bit of our heritage here.

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Updated for added value.

Topics: Culture

Ron Schneider

Written by Ron Schneider

As the founder and CEO of Sport Dimensions, Ron has worked on the technical, agency and commercial sides of the motorsports business for over two decades. A native of suburban Chicago, Illinois, Ron was brought up around cars and racing. His family’s farm was a hot spot for local hot-rodders and the place he learned and earned his love for all things automotive.