HOW BRANDS CAN BE OLD AND NEW SIMULTANEOUSLY

Summary from the TLDR Marketing newsletter

KFC successfully uses The Colonel to connect traditional values with modern relevance, while Cracker Barrel misstepped by removing its Old Timer mascot. Research from KFC revealed that customers viewed its longevity and consistency as proof of credibility and quality. The Colonel's image communicates brand identity instantly, similar to symbols like the Nike Swoosh or Golden Arches. Brands do not need to abandon history to stay current, they need to show how established values fit into today's lifestyles.