Tag Archives: brand illusions

Why a gin maker invented its own history

Why a gin maker invented its own history:
https://www.1843magazine.com/design/brand-illusions/why-a-gin-maker-invented-its-own-history

Hendrick’s gin looks like it has been plucked out of the Victorian era. But the brand was launched in 1999.

All this is a twist on “nostalgia marketing”, a common term in contemporary advertising signifying a brand using its history to excite the imagination of consumers. According to a recent study published in the Journal of Consumer Research, feeling nostalgic “weakens a person’s desire for money” – or, to be more direct, encourages them to buy lots of stuff.
https://www.1843magazine.com/