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Barbie just had a billion-dollar year. DeLorean is back in production — but in truth, it never really left, with decades of cultural presence, strong collectible car sales and ongoing IP licensing deals. Vintage Levi’s now sell for more than new pairs. Yet, nearly 88% of Fortune 500 companies from 1955 are no longer in existence. What separates the legacy brands that thrive from those that die? Why do some brands become cultural artifacts, while others reinvent themselves for every new era?
The answer is more than nostalgia. Brands that endure do so by turning legacy into leverage, blending cultural capital