Brand culture and brand history can be of immense potential value today, and this can be exploited through dedicated marketing and promotion strategies. Brand Heritage operations aim to enhance a brand's value system with respect to its roots, traditions and symbolic values to build and/or strengthen the brand image.
Brand Heritage projects are therefore marketing initiatives that revitalize and consolidate or even recreate a real financial asset. They can be communications projects or ad hoc events, whether recurring events or long-term projects, such as company museums or permanent cultural initiatives. The MAC Group proposes these projects not only for historical and high-end brands with strong heritages, but also newly-launched products for which one wants to create strong historical connections.
Brand Heritage projects are suited to communications programs for various occasions:
- company and/or product anniversaries
- internal communications and team building programs
- vintage product launches
- company mergers and restructuring
- listings on the stock market
- company museum promotions
and generally speaking any opportunities arising from a company's rich history and the values it has acquired over time.
Case history:
Da Zero a Cento
Da Zero a Cento was the event and exhibition designed and organized by the MAC Group to celebrate the centenary of the birth of Karl Abarth. Images, stories and films encountered in a series of impactful routes throughout the exhibition firmly linked the character of Karl Abarth with the legend of the brand to which he gave his name.
"Il mese dello Scorpione" returned in 2009 with "Abarth Race Day" at the "Daniele Bonara" racetrack in Franciacorta (Province of Brescia), attracting almost 1,000 cars and over 1,500 enthusiasts to the last race in the "Abarth 500 assetto corsa" one-make trophy.
