From Heritage to Strategy: Unlocking the Competitive Edge in Your Brand’s History

“To lead with a sense of history is not to be a slave to the past but, rather, to acknowledge its power,” writes the Harvard Business Review. History isn’t just a record of what’s been—it’s a roadmap for where your brand can go. A thoughtfully crafted narrative rooted in a brand’s history can elevate its identity, deepen storytelling, and provide clarity for future decisions.

In recent months, this idea has been popping up around me more than ever. Over lunch, Reyes Lezcano, GM of L’Artisan Parfumeur, shared how she’s delving into her brand’s archives, even tracking down the founder’s friends to piece together personal stories and original product development philosophies. It’s a vivid reminder of how the past can shape and enrich a brand’s identity today. Similarly, three high-profile CEOs on turnaround missions have highlighted the same sentiment: Starbucks CEO Brian Niccol emphasizing, “Starbucks is strong when we stay true to our core identity”; Boeing CEO Kelly Ortberg pledging, “We will stay true to our roots and the values that defined our legacy”; and Nike CEO Elliott Hill vowing a renewed focus on athletes, noting, “When we focus on our athletes, we create the right discussion, debate, dialogue, and ultimately arrive at the best decisions—for consumers and our company.”

In a crowded marketplace, functionality and performance are no longer enough. What truly sets a brand apart is its unique history —a unique, living history that embodies its origins, evolution, and vision. This realization has sparked a movement among brands to not only reflect on their past but to actively use it as a source of innovation. For brands with rich histories, there’s untapped potential to not only reflect on their past but to use it as a source of inspiration and innovation for the future. When brands lose their way, it’s often their heritage that provides the compass to reset their course.

In a world where the richest histories often hold the clearest paths forward, some brands have enlisted corporate historians to ensure those stories don’t just remain in the past but actively inform their future. These professionals are the keepers of a brand’s legacy, uncovering the artifacts, philosophies, and stories that define its identity and bringing them to life in ways that resonate with modern audiences.

Reclaiming Identity Through Storytelling

Corporate historians play an integral role in helping brands reclaim their identity by uncovering and preserving the stories, artifacts, and philosophies that define their legacy. Nike’s former historian, Scott Reames, captured this perfectly: “Without context, a product is just a shoe or a piece of apparel. But if you know the story—who wore it, why it was designed, what it inspired—it becomes so much more.”

Levi’s has also mastered this approach. From inventing blue jeans in the 1800s to becoming a symbol of youth countercultures, its archives inform every aspect of its modern-day designs. Fashion historian Tracey Panek explains, “The archives are especially important for creating new products. It can be a fit, it can be the tone or finish, it might be the stitch on the back pocket or a particular label, all of these details can be inspiration for new pieces, and even non-garment pieces from the archives like our advertisements can inspire a graphic T.”

Coca-Cola’s history, too, demonstrates the deep psychological connection between a brand’s story and its identity. Perhaps no moment captures this more vividly than the infamous “New Coke” debacle of 1985. What began as a product reformulation turned into an unintentional case study in brand storytelling. As Coca-Cola’s then-chief archivist Phil Mooney recalled, “When senior leadership made the decision to change the formula, they underestimated the deep psychological attachment people had to Coca‑Cola. An elderly lady famously told [us] that we had taken away her memories.”

Coke wasn’t just a drink—it was woven into people’s lives: the taste of first dates, wartime comfort for GIs, or a companion at family gatherings. The backlash taught Coca-Cola an invaluable lesson: it was more than a product; it was a keeper of memories, a custodian of culture. This realization reshaped the company’s approach to its legacy. Today, Coca-Cola leverages this understanding through archival insights, not just to celebrate the past but to inform the present. From global expansions in the 1940s to tapping into the emotional resonance of cherished traditions, Coke’s identity is proof of the power of history to reclaim and renew.

What these brands show us—whether it’s Nike’s transformation of a product into an icon, Levi’s seamless integration of archives into innovation, or Coca-Cola’s journey from a near-disaster to cultural iconography—is that a brand’s history isn’t static. It’s a living, evolving narrative that, when reclaimed, has the power to reignite purpose and forge deeper connections with audiences.

Activating Identity: Building a Living Brand Story

1. Tie History to Meaningful Experiences

A brand’s history is not just about milestones; it’s about the emotional imprints it leaves on consumers. Think of Coca-Cola’s association with American GIs during World War II or its presence at family gatherings. These moments shape consumer trust and loyalty. Unearth and celebrate the emotional memories tied to your brand and integrate them into your storytelling.‍

2. Collaborate with Storytellers

Work with historians, designers, founders, early teams and creatives to bring your brand’s history to life. Nike’s Air Jordan line weaves the cultural impact of Michael Jordan into its narrative, and Levi’s archives consistently inspire its product lines. These collaborations build a bridge between history and modern relevance.‍

3. Make Your Story Accessible

Whether through immersive brand museums, digital archives, or storytelling campaigns, share your history in ways that resonate with today’s consumers. Coca-Cola’s holiday campaigns, inspired by its classic imagery, continue to spark joy and trust because they feel familiar yet fresh.

A brand’s history isn’t just a look back—it’s a living narrative that connects the past to the future, ensuring authenticity and relevance in every move. And in a marketplace that’s constantly changing, reclaiming and activating your historical identity might just be your most valuable competitive edge.

In short...

History isn’t just a story to tell—it’s a powerful resource for navigating the complexities of today’s marketplace. Brands that treat their history as a living, evolving narrative—not as a relic—unlock a distinct competitive advantage. It’s not about indulging in nostalgia but using history to spark innovation, strengthen emotional connections, and create a roadmap for the future.

As Coca-Cola learned, a product is more than its formula—it’s the memories and moments it represents. As Nike and Levi’s demonstrate, authenticity is born when a brand leans into its origins to inspire what comes next. And as corporate historians like Scott Reames and Tracey Panek show us, the stories, artifacts, and philosophies of the past aren’t meant to gather dust—they’re meant to fuel evolution.

In an era of fast-changing consumer expectations, history provides something rare: depth, continuity, and trust. It connects brands to their audiences not just for today but for the long term.

So, the question isn’t whether your brand has a history worth telling—it’s how you’ll bring it to life and let it shape your future.