The smartest brand move isn’t always new. It’s aligned.

When people think of legacy brands—especially in music—they often assume the work has already been done. The hits were written. The albums were sold. Loyal fans are in place, so book the band and go.

Back in 2015, Microsoft claimed our attention spans had dropped to eight seconds—shorter than that of a goldfish. No one’s definitively proven it, but it feels about right in the age of TikTok. Ten ...

Forbes contributors publish independent expert analyses and insights. Jason covers the intersection of the creator economy, media and more. Paramount Global’s library is one of the deepest in ...

It has long been known that the hyper-fragmentation of consumer brands -- especially rapidly emerging challenger brands enabled by digital commerce platforms -- have been eating the lunch of ...

What can the heiress of an American music icon teach ambitious entrepreneurs, brands, and business leaders about legacy? It turns out, quite a lot. While most brands struggle to create fame and ...

Heyyyy legacy brands, how you doin’ these days? Bet it feels like a bit of a minefield out there watching your brethren attempt big swing rebrandings, with extremely varied results (from Clearly ...

In a world where every brand aims to capture the cultural zeitgeist, few succeed in blending artistry, authenticity, and purpose quite like Street Lotto. Known for his work as a marketing and branding ...

Prell looks to build upon its heritage while also catering to the current customer base and expanding to new audiences. With a mantra of “whatever goes on your body should be good enough to go in it,” ...

Hazoorilal Legacy finds new expression in a curated selection that bridges tradition and modern elegance with polki, gold, ...