Sell Me the Old, Old Story: Retromarketing Management and the Art of Brand Revival

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Abstract:

Retromarketing is all around. From the rereleased Volkswagen camper van to the recent relaunch of Charlie cologne, retro is one of the most pervasive marketing trends of our time. This article examines and empirically investigates the rapid rise of retromarketing. It explains the demographic, socio-economic, cultural, and organisational factors that have precipitated the latter-day retro outbreak. It reveals the paradoxical character of retro's remarkable consumer appeal. It contends that retro involves searching for authenticity in an inauthentic world and presents a list of factors that managers bent on brand revival need to take into account.

Keywords: BRANDING; NOSTALGIA; QUISP; RETROMARKETING

Document Type: Research Article

DOI: http://dx.doi.org/10.1362/147539203322383537

Publication date: June 1, 2003

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