One of the brands that have done a good job at using nostalgia in marketing is the Volkswagen Bug. They have managed to keep an old classic alive and relevant. Through the years we have seen the Bug evolve and become more modern while still holding what it represents, which is a different era and lifestyle.One of the advantages of using nostalgia is that remembering the past usually evokes positive emotion. People that used to drive a Bug in the past might see the 2013 Bug and think of all the great times they had with their Bug. This might cause them to want to purchase another Bug, and BOOM. The consumer has associated the brand with happiness and the idea of nostalgia would have worked. Another advantage of using nostalgia is familiarity. The consumer is familiar with this product, the brand and what they represent. When a product has been around throughout time it shows that they have longevity, have substance and are trusted. Nostalgia may also make people feel younger. For example, my grandmother actually drives a Bug, when I asked her why out of all cars she decided to buy a Bug she simply told me it makes her feel younger, she also added that it makes her feel like she still has a part of the "good ol days." Like we mentioned in class, using nostalgia in marketing can also be cost effective. The brand has already done the creative part once before so bringing it back makes it vintage and cool.
One of the disadvantages of using nostalgia in marketing is it may bring up old memories or be associated with negative connotations or perceptions. For example, the BP oil spill was so horrible that the company will never be able to tap into nostalgia because with every advertisement that they do peoples minds will automatically remember the oil spill and how many problems it caused. Another major disadvantage of nostalgia in marketing is that it might alienate certain age groups. Because nostalgia is bringing up the past, the younger generation may not have any recollection of the past trying to be marketed.
A brand or product that may not be successful in using nostalgia as a marketing technique could be social media companies. Although social media has been around for a while they have not been around long enough to have a sense of nostalgia. For example, no one can say, " ohhh I remember Twitter, we used to tweet all the time, we were obsessed with telling the world our every move." No one can say that because it is still happening, it has not become a thing of the past yet.
A brand or product that may not be successful in using nostalgia as a marketing technique could be social media companies. Although social media has been around for a while they have not been around long enough to have a sense of nostalgia. For example, no one can say, " ohhh I remember Twitter, we used to tweet all the time, we were obsessed with telling the world our every move." No one can say that because it is still happening, it has not become a thing of the past yet.
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